should builders invest more in their brand?

3 opportunities and 3 mistakes The answer to the question – should builders invest more in their brand, is a simple – yes and no. Some builders invest more than enough in their brand – for better or for worse. Others however do not invest near enough in their brand. The latter is particularly so […]

3 opportunities and 3 mistakes The answer to the question – should builders invest more in their brand, is a simple – yes and no. Some builders invest more than enough in their brand – for better or for worse. Others however do not invest near enough in their brand. The latter is particularly so for project home builders when the products they are offering are all the same. While project home builders, making up most of the market, often claim that their products and general offerings are unique – when the truth is that they vary very little indeed. Given the unwillingness of builders in Australia to innovate, as builders overseas have done, and their insistence on being safe and conservative, branding their businesses in a unique way may be the only avenue to achieving differentiation. I would argue that there is real scope for innovation in the home…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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