The brand formula
Want to know the secret sauce for brand success….??? Well, here it is!!! After decades of trying to solve this problem, I have come out with this formula. This surely rivals any of Einstein’s work…. 😅 😅 😅 Brand success comes from three key factors: 1. The most obvious, which really if you are in […]
Brand reality vs Brand Fantasy
At the end of the day most of us are all consuming very similar products and services; clothes, shoes, restaurants, cars, TV’s, phones etc etc etc How that product or service makes one feel then either makes it a commodity or a brand. Consuming a brand creates a feeling. Excitement, fulfillment, anticipation and a host […]
Investing in your brand might be your best investment yet
Why is brand investment distinct from other marketing or sales activities…? It’s the payoff!!! Any sales related marketing activities you are looking for immediate traction or at least within a three month period. With digital everyone is obsessed with tracking, conversions, impressions, leads and so forth. We have top-of-the-funnel and bottom-of-the-funnel activities. Blah blah blah. […]
Brand value
Brand is intangible! And that’s why I always struggle to get clients to immediately understand the value of creating a brand. They are happy to create a logo and website but that is not a brand!!! A brand plays on your heart and how it makes you feel and the desire it creates. You don’t […]
If you are not going to make a statement, don’t bother showing up
The Met Gala is a night to standout, to dress to impress and really make a statement. Who ended up getting most of the press, the woman of the moment, who can do no wrong, Zendaya! She knows how to grow her brand right!!! All the press and news focused on her OTT dress and […]
The Brand Godfather
Bernie Arnault is not only currently the richest man in the world (outside of Saudia Arabia) he is also the CEO of LVMH – Louis Vuitton Moët Hennessy. For those who don’t know LVMH they are the branding beasts of this plant!!! They have either acquired or created some of the most famous brands on […]
Swarovski vs Ebay
This is why we all need to build brands. Swarovski is undoubtedly the world’s leading manufacturer of crystals but most individuals could not tell if a bracelet was from Swarovski or some other producer. Most couldn’t even tell you why Swarovski is better. The brand just creates an aura of desire. While you have really […]
The biggest effect you can have on profitability
Brands and building brands are at the very heart of business strategy and if you don’t see that you are missing out. Having a brand allows you to decommoditise your offering. Commodity-based offerings are price sensitive and they never succeed in maximising profits as consumers will always choose the cheapest of equal products or services. […]
What makes Doc Martens better than the average pair?
What makes Dr. Martens cost more than four times the price of an average pair of boots? Is it the yellow stitching? Is it the tag at the back? Well, those are both factors that make Dr. Martens distinct but the main reason is that for almost the last 70 years Dr. Martens has built […]
Better to be absolutely ridiculous than absolutely boring
Imperfection is beauty, madness is genius and it’s better to be absolutely ridiculous than absolutely boring Marilyn Monroe I’ve got this quote hanging up on the wall in my office. The best way to approach life, business, and branding.