Branding tends to be perceived as a soft, fluffy and elusive craft that lacks scientific rigour. Nothing could be further from the truth. There are a host of advanced statistical […]
Most marketing executives employ a flawed brand performance model. They agonise over financial metrics like ROI, profit, EBITDA, revenue, etc. These are important but more informed marketers consider employee and […]
The great management scholar Peter Drucker wrote a half century ago, “A customer rarely buys what a company thinks it is selling him.” What Drucker meant was that customers aren’t […]
Values are important because they influence beliefs. Beliefs are important because they influence our behaviour. Whether you like it or not branding tries to influence behaviour – buy more, recommend […]
Persuading the CEO, CFO and sometimes even the CMO to invest in their brands can be a tough ticket. Winning over sceptical sales teams isn’t far behind. Sound familiar? This […]
Audi’s brand is smooth. It’s characterised by cool, product quality, sophistication and more than a pinch of panache. Sure, it can be seem as a little aloof and condescending at […]
At Wavelength we tend to work with brands who want to differentiate through experiences. These organisations tend to underestimate the role employees play in delivering such experiences via the brand values, […]
Brand positioning is the end game for brands. It focuses on the process of uniquely locating a brand in target customers’ minds relative to its competitors. The insight that underpins […]
Senior executives frequently tell us how disappointed they are with new product launch performance. It’s an expensive and risky business so it’s understandable. This frequently results in a “numbers game” (launch as many products as we can in the hope we succeed) or “no game” (don’t launch anything as it’s too damn expensive) logic.
In the past we’ve tried to highlight how utilising coupons can turn your brand strategy pair shaped. The challenges JC Penny is currently facing lucidly illustrate this point. This revealing article shares some of the challenges new JC Penny CEO Ron Johnson is experiencing whilst trying to shake the brands’ coupon crazy reputation. An unenviable task.