The profession of brand marketing is awash with words and terms that, without an understanding of what they mean, can leave you feeling overwhelmed or confused.
But, fear not — help is at hand. Here’s a comprehensive brand marketing glossary to get you through.
A name, term, design, symbol or…
Question: Before revolutionising the vacuum, what was James Dyson originally looking to reinvent?
For those that make it all the way to end, the answer will be revealed!
I recently read “Branding: In Five and a Half Steps” by Michael Johnson.
“We really do need to strengthen our brand,” says one senior leader. The room instantly fills with affirmative murmurings.
“Mmm,” “yep,” “definitely,” “sure do”.
The hum subsides. “Right, next agenda item”. Meeting ends. Brand-related actions — nil.
It’s true — you do need to strengthen your brand. But, for many…
“People are working harder than ever, but because they lack clarity and vision, they aren’t getting very far. They, in essence, are pushing a rope…with all of their might.”
Stephen R. Covey
A brand that tries to stand for everything invariably ends up standing for nothing much at all.
Hard truths. Often unsettling, but always worth knowing in the long run. And, as is often said, it’s only by coming to terms and working with them that we arrive at better outcomes.
I learned one recently.
Earlier this year, I read “No Rules Rules: Netflix and the Culture of…
“Give, and it will be given to you.”
Don’t worry — this isn’t a sermon.
But this passage — like so many from The Bible and other ancient texts — does speak to a fundamental human truth.
In the field of psychology, it’s known as “The Law of…
Businesses rise and fall — it’s the natural progression of things. Many companies once considered great have long either collapsed or been overtaken by a fresh-faced challenger.
But, in spite of this, there are some businesses that continue to endure and thrive. They seem almost immune from the cut and…
“The consequences of our actions are always so complicated, so diverse, that predicting the future is a very difficult business indeed.”
J.K. Rowling, Harry Potter and the Prisoner of Azkaban
Pollsters, economists, modellers — they continue to get it wrong, over and over. …
The opportunity to develop a brand doesn’t come around very often. For most businesses, this is an exercise so seldom undertaken that it can be difficult to know where to start (or, indeed, end).
And, yet, this really isn’t something you can afford to mess up. A brand, by its…
2020 hit the travel industry hard. The impact of Covid-19 forced Airbnb to make what, at the time, must have been a gut-wrenching decision.
Airbnb’s annual report shows that the company slashed its marketing spend by 58% in 2020 when compared to the previous year, equating to a $662m total…