The best brands don’t compete based on what they do. They compete based on how they do what they do. This boils down to their brand experience. Savvy brand marketers use […]
A brand strategy driven purely by price indicates a short-term mentality that is frequently shaped by shallow customer insight. When competing purely on price no one tends to win. It’s […]
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 […]
Wavelength’s Darren Coleman was recently asked to comment on how brands can inspire loyalty in the digital age by The Marketer Magazine. The full article can be viewed here. Key points Wavelength’s […]
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 […]
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 […]
People who work in brand admire Apple for very good reasons. An iconic brand that delivers revolutionary, beautifully designed and incredibly profitable products.
At Wavelength we wonder if it’s crunch time for Apple. Recent Wall Street iPhone 5 expectations were not met, brand loyalty is diminishing whilst Samsung’s popularity is increasing.
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.