If we learn nothing else from the fast food and drink industry it is that complacency has no place in the business world, even among global brand leaders. A trend has emerged whereby large fast food and coffee retailers are expanding their brand model into new areas in order to capture new market opportunities and […]
Hearing someone say they work at Google seems to have the same effect on every listener regardless of their industry background…Wow! It’s a true testament to the Google leaders that they have created a reputation of being such a desirable place to work, but lets face it, it’s not just because of the […]
What happens when a successful brand fails to impact within a new market or market segment? When despite best efforts, the brand cannot make itself relevant to a new market? Is introducing a sub-brand the answer? There are instances when sub-brands hold the key to expanding market share and broadening profit opportunities. However, sub-branding also […]
The concept of brands employing creative, innovative, and sometimes controversial tactics to generate buzz and demand attention is not a new one. However guerrilla marketing goes a step further. By its very nature guerrilla marketing is about using unexpected tactics to generate maximum impact with as wide an audience as possible. Its success lies […]
The recent horsemeat crisis may be producing some of the most amusing jokes of the last few months, but the implication for brands on losing consumer trust is certainly no laughing matter. This latest consumer scare is less about the ingredients themselves and more to do with the level of trust we place in […]
Twitter followers, LinkedIn profiles, Personal Blogs. Employees are now spending time developing and nurturing personal and professional brands of their own. From communicating about personal interests, or professional expertise, employees are quickly establishing themselves as knowledgeable voices in the online space. Whether encouraging the employee to promote the brand through their personal […]
When it comes to attracting customer attention sometimes a little information goes a long way. Feelings have a critical role in the way customers are influenced and few are stronger than the pull of curiosity. Curiosity occurs when there is a gap between what we know and what we want to know. […]
The benefits to worthy causes or charities of partnering with big brands are obvious. Charities, such as Oxfam, use partnerships with commercial brands as a media platform and an opportunity to get its message out to the public. Partnering with Marks & Spencer allows Oxfam to tap into the huge influence the […]
For some companies, the pricing policy for goods and services is based purely on a combination of covering costs and making a reasonable profit. Smart management however, understands that pricing is one of the most obvious indicators of a brand’s competitive strategy. Pricing policies determine where your offering is positioned in the market. […]
A question to ponder this week… What would your customer’s identify as the number one reason for buying your brand? If the answer is ‘low price’ or ‘convenience’ your brand could be at major risk of becoming just another commodity brand; a very risky position for any brand to be in. When it […]
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Contact: Lorraine Carter
T: +353 1 832 2724
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Howth, Co. Dublin, Ireland
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