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Author Archive

Brand Strategy

Brand Strategy Before Business Strategy

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Brand Strategy Before Business Strategy

Until a few years ago, my answer to the common question on how business strategy and branding strategy are related was that the business strategy comes first, because that is a ‘long term plan of action designed to achieve a particular goal or set of goals or objectives’.

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Brand Management

Managing Brand Perceptions

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Managing Brand Perceptions

The word ‘branding’ no longer properly describes what practitioners of branding mean today. Nor does it describe what they want the word to stand for.

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Customer Experience

Half Of Customer Happiness Is Surprise

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Half Of Customer Happiness Is Surprise

When we think of happiness, and what generates it, we often look at the event that brought happiness in isolation.

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Brand Management

Why Consumers Choose One Brand Over Another

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Why Consumers Choose One Brand Over Another

In his book, Branding with Brains: The science of getting customers to choose your company, Tjaco Walvis from the Netherlands formulated what he calls the ‘algorithm in the brain’ that makes the brand choices, in much the same way Google uses an algorithm to search the Web.

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Brand Strategy

Modern Brands Cannot Compromise Their Meaning

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Modern Brands Cannot Compromise Their Meaning

Transaction brands sprang from industrialism and its commercial consumer culture. The focus was on the material benefits for consumers and users. Industry produced new products using economies of scale.

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