Branding – in the customer’s mind, not yours

Branding – in the customer’s mind, not yours

Yesterday’s post on understanding how customers see you – and what they value about you – embellishes a conversation I’ve been having recently with branding experts and internal communicators. Now, the definition of a brand varies according to the discipline and thinking of the person on the other side of the table – all the […]

Knowing what your customer values about you

Knowing what your customer values about you

Most companies think they know what their customer thinks of them – some through customer surveys, others through feedback. But most have it wrong – because their starting point for looking at what customers say is their own marketing and branding. So the values or marketing proposition they’ve defined themselves are the values they test […]

Brand confusions, not extensions

Brand confusions, not extensions

An interesting looking article in the email from Strategy+Business: A Better Choosing Experience. As I’m still writing my Medinge piece on Branding and Complexity, it resonates strongly – I’ve been saying something similar for a few years now. In essence, one way that people talk about a “brand” is as a shortcut to a decision. […]

Gobsmacked

Gobsmacked

I’ve just been passed the details for Christvertising.  I’m still not sure whether it’s real or satire.  The more I look at it, the more I lean to the latter, but… As robust business models go, advertising and branding is full of smoke and mirrors, but you’ve got to admire anyone who openly says: We […]

Why brand managers have a problem…

Why brand managers have a problem…

There are times when I get into branding and brand management.  I’m not proud of it, but I also know that sometimes it’s important to think about reputation and image – and take action accordingly. Nicholas Ind, a Medinge colleague, just sent me this.  If I ever, ever come out with material like this, will […]

Brand loyalty

Brand loyalty

Or creating stories that people care about I was arguing recently that branding is a much misused and misunderstood term. And I’d be the first to admit that the misunderstanding may well start in my own mind, let alone anyone else’s. But my point to my colleagues was that people – in whatever walk of […]