What does it mean to ‘go viral’?

80 percent of online firms use viral marketing Viral marketing is potentially effective for both online and offline ...

A continuum demanding one team

10 do’s and 6 don’ts – but one team In the last blog in this series, it was ...

Embrace a powerful continuum with one strategy

8 strategies reduced to one It has been suggested that bringing a brand to life involves eight strategies: Realise ...

Embrace a powerful continuum with one objective

9 objectives reduced to one It has been suggested that a brand has nine broad objectives: Identity Recognition Awareness Engagement Advocates Equity Share Margins Loyalty I would argue ...

Retain the staff who bring your brand to life

200% more likely to look around if not recognised Great brands are built by the ‘right’ people (as ...

Engage staff to bring your brand to life

71% of executives believe employee engagement is critical to success If you are to bring your brand to ...

Select the staff that suit your brand

80% of HR leaders say employer branding has a significant impact on their ability to attract talent For ...

Identify your brand gaps

10 gaps will almost certainly be identified In my previous blog, I discussed the branding tool – ‘5 ...

Enable staff to live your brand

5 always and 5 never When I work with a client on branding, I start by ensuring we ...

Learn from Krispy Kreme

US$1.35 billion for a doughnut chain In 2016, the world’s largest doughnut chain, Krispy Kreme sold for US$1.35 ...

Live your brand – or you will have no brand

US$150.13 billion – up 5.5% on the previous year The largest contributor to the ever-growing profit of Apple ...

Define your brand in terms of market expectations

77% of consumers buy from a brand that shares their values Once planners understand exactly who the target ...