As a business owner, you cannot control how customers think or feel about your company, but you can influence their responses to your brand by designing the elements you can control. In other words, how you design the brand identity elements will influence the brand’s image held by your audience.
The lack of funds, time and human resources are a pain for small business owners. This is the exact reason why small businesses will need to invest in developing a well-thought out plan to target their marketing efforts on where they’re needed the most.
The three core elements that successful brands encapsulate and consistently communicate with their target consumer and other stakeholders are referred to as the Three Brand Ps; Promise, Positioning and Performance.
In marketing there’s always more than one angle when it comes to approaching a problem or an opportunity. In this article I’ll look at differentiation and establishing competitive advantage from the product offering perspective.
Last month I talked about Why is emotional appeal central to brand building? This month I delve deeper into how businesses connect with their audience at the emotional level. Fitness First has had a successful update to their brand and as part of the £225m global rebranding are now creating a new online portal to appeal and engage more with […]
Brand positioning is a combination of both rational and emotional appeals. Although they’re both important elements, we see that the emotional appeal is central to most known brands today – especially for brand positioning and emotional brand loyalty.
Good stories are hard to come by. I was lucky enough to come across with this simple yet insightful story when doing a research on Relationship Marketing. The story was told by Dr Christian Grönroos, who is a pioneering academic in the subject of Relationship Marketing.
I wasn’t aware until recently that my two-year-old son Tom can recognise certain brand marks (logos) he sees regularly. For instance, while we were waiting in our GP surgery I was flicking through a local magazine, Tom recognised the Papa John’s logo and shouted “pizza!” – we only treat ourselves to a take away pizza […]
The list of social media platforms available to us is getting longer and longer by the day, just look at this list on Wikipedia. Be it Facebook, Twitter, LinkedIn, Pinterest, Google+, as a user you’re required to put time and resources to build and maintain your profile constantly to stay up to date and relevant.
The latest statistical bulletin on the use of the Internet by adults in Great Britain was published by the Office for National Statistics in February 2012. The results are quite striking. According to the bulletin: