BRAND STRATEGY EXPERT ARTICLES 

In the first of the series, I looked at three of the six reasons why brand strategy is becoming so important for CMO’s (a recent Gartner...

A recent Gartner CMO survey put brand strategy as the number 1 strategic priority going into 2021 - ahead of subjects like market analytics,

Boohoo has purchased the Debenhams brand, not the stores, with a plan to relaunch the brand as an online only offering in the UK later in...

Amongst the other things that occupied me in 2020 (ha ha!) was a commitment to step out of my comfort zone. And so of course, I left it...

A lifetime ago, back in January, I spent time in New York working with Ignacio Mattos, the Michelin star chef who runs Estela on East...

In these uncertain times, we all need a crystal-clear idea about what we want our business to achieve, how relevant we are to customers,...

Why do customers pick and value certain brands over others?

Customers can recognise the products a brand represents and are often willing to pay more for them. The brand provides a means of expressing

We are drawn to brands that reflect our values, that amplify how we see the world, that speak to us, and that sometimes speak for us. 

"Do you have company values?" I once asked a client. "Yes," I was told, "you'll find them in the kitchen." Turns out this particular...

So, what is a brand proposition? Think of it as the first few words in the story about to be told. It captures the value the brand will...

The role of brand positioning is to define how the brand is positioned in the minds of the team responsible for delivering it

Brand Strategy Framework Step 1: Describe the vision you want your brand to head towards, then identify the drivers to get you there, and ba

Four step brand strategy framework

I wanted to let you know that as well as being a finalist for the Business Book Awards, ’What’s Your Point?’ has just won the silver...