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 […]
To date Lynx has been driven by a simple goal. To help men become more successful with woman. Brutal? Yes. True? Yes. Effective? Hmmn, we’ll leave that one for now. The […]
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 […]
China’s extraordinary economic growth has been characterised by the production of high volume but relatively low value goods for export markets. This has allowed certain industries such as OEM’s (Original Equipment Manufacturers) to flourish but times are changing.
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.
Darren was invited to speak on BBC radio today. He was asked to give his views on “Brand Britain” going ballistic. Here’s the recording (apologies the quality is not so great). […]
Brands use celebrities to embody their brand. The celebrities help bring the brand to life. They make it less abstract and more human and this helps us relate to […]
We’ve been following the performance of Waitrose, an upmarket UK food retailer (http://www.waitrose.com/), with interest at Wavelength. Over the past few years they’ve done rather well given the economic downturn […]
Starbucks has decided to modify aspects of its visual identity (name / logo) and in-store brand experience. The name Starbuck’s Coffee has been dropped, the current logo of a siren […]