Entries by Lorraine Carter

Want to Build Your Brand? Lorraine Carter Speaking at Bucharest Tech Week

Are you launching a new brand to market or considering rebranding but you’re not sure where to start to ensure a profitable return on your investment?   Have you got a really fantastic product or service but you’re struggling with how to clearly articulate what your brand stands for and what makes it really different […]

Brand Equity: How to Measure the Strength and Effectiveness of Your Brand

According to statistics, 88 percent of consumers say quality makes them loyal to a brand, and only 50 percent say price is their primary concern. [1] Also, when people have a negative experience with a brand, 50 percent said they were unlikely to consume content from that brand again. Clearly, this data shows how important […]

Eleven Branding Lessons: Keeping a Sharp Eye on Your No.1 Asset

Once the heavy lifting in creating your brand is done, basic care and ongoing maintenance to preserve and protect it must not be overlooked. “Nurture your brand as you would a child,” says brand expert Jagdeep Kapoor, author of the bestselling “Twenty-Four Brand Mantras.” Just like all living things, a brand requires nurturing to remain […]

Branding: Creativity without Strategic Rigour is a Waste of Budget

“Creativity is Intelligence Having Fun.” – Albert Einstein   2016 will be a year of convergence for brand strategies. As Joel Comm[1] put it, “there’s nothing more social than face-to-face engagement,” and this is the application strategy that brands need to focus on. They need to combine traditional marketing with the emerging. They need to […]

Brand Promises: How to Craft, Articulate and Live Them for Brand Success

According to a Gallup study of nearly 18 million people, most customers say brands don’t live up to what they promise. [1] Many are also disengaged with their respective brands, and consequently not loyal to them either. Here we take a look at how to create, develop, share and authentically live out and deliver on […]

How to Use Brand Activism to Mobilize Your Customers

Dare to care! What is brand activism? It’s a term we’ll all be hearing a lot more about. Historically, people are more familiar with the term consumer activism, which the Financial Times defines as, “The range of activities undertaken by consumers or NGOs to make demands or state their views about certain causes linked directly […]

What Women Want: Brand Buying Power in 2016 and Beyond

The percentage of purchases decided by women translates into a staggering $18 trillion in earnings worldwide for businesses.   More than half of key purchasing decisions are made by women today, product or service. The question is have you tailored your brand to meet their needs? Does the positioning, style, story, tone and focus of […]

Top 10 Brands for Customer Experience and What You Can Learn From Them

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” (Jeff Bezos) – CEO Amazon.   89 percent of companies expect to compete mostly on the basis of customer experience in 2016 according to a recent […]

The Power of Disruptor Brands and Challenger Brands

These days, it’s all about disruption. In tiny Davos, Switzerland, “The Fourth Industrial Revolution” was the central theme of the 2016 World Economic Forum, designed to engage thought leaders to prepare us for the “next big thing.” The proposition is that we are on the cusp of a new era fundamentally changing the way we […]