NAMING A BUSINESS OR A BRAND?

We’ve all come across new brand names, and ask the question… What were they thinking! Consider the fact that it’s the brand name that is talked about or asked for by customers, it is important to devote attention to this part of the brand creation process: choosing a name for the brand. What is the best kind of name to …

Napoleon – What went wrong?

Mecca and Sephora have provided a platform for many international brands to enter the Australian market, housed in a sophisticated hub of raving fans and inspired staff. All available to test, compare and purchase. Both the stores have an obvious energy, you can feel it as you walk in… discerning and educated customers searching for brands and products by name, …

How can financial planners and advisors reinvent themselves after the fall out?

Strangely enough, finance businesses are not really about money, as you may realise if you’ve read any of the news reports on the recent Royal Commission into the misconduct in banking. Superannuation and financial services deal in money, but the reason someone deals with one finance advisor over another is not about how much money they can get their hands …

BRAND STRATEGY V MARKETING

These are the kinds of pseudo-philosophical questions that keep business owners up at night.  To understand brand strategy better, let’s start with the ‘brand’ aspect: What makes up a brand? When we speak about brand “identity”, we start to approach the idea of a brand as a person — and, in fact, this comparison can help immensely.  A unique brand identity, like an …

BRAND STRATEGY VS. BUSINESS STRATEGY

Want to know how to work towards building greater brand value and bigger results? Base every single strategic business decision on both the brand’s long-term vision and the strategy around the future growth of the business, and you’ll get it right, says Susan Jones. I’ve noticed lately that many businesses have forgotten the fundamental purpose of their brands. For instance, …

Are you missing out on ‘Easy Wins’?

 CASE STUDY: HOW UPDATING AN EMAIL SIGNATURE WON A $100K CONTRACT How many branded elements (think letterheads, email signatures, business cards and other materials with your logo/branding on it) does it take to present to clients and potential customers as a professional – and how many is too little? Working with an expert you trust is vital to answering this …

Are you an Expert in what you do? Prove it!

The word ‘expert’ is used far too frequently these days and often by the wrong people. Looking at Wikipedia, “an expert is someone who has a prolonged or intense experience through practice and education in a particular field”… a bit woolly maybe, but I believe I’m right in thinking that the word ‘prolonged’ would not refer to an engineer with …