Social Media opens up a brand’s sphere of influence and creative energy, beyond the confines of the business boundaries, out into the larger community. To do this, a brand’s presence in social media has to have the X factor, which marketers call social capital. So let us take a look at this allusive thing called … Continue reading
Posted in April 2012 …
Fuzzy brands and the decline of Sony
In April 2012, Sony had doubled its projected net loss for 2011 to 520 billion yen, Sony’s fourth year of consecutive losses. So where did this master of consumer electronics, communications and information technologies loose its way? Sony is besieged by competitive challenge. While Chinese and Korean manufacturers snap at Sony’s ankles, commoditizing Sony’s baseline … Continue reading
Your frontline as co creators of the brand- see how it has made Lululemon the darling of analysts
They stand at the moment of truth, listening to and managing the customer, day in and day out. They often understand intimately the pedals and breaks to a customer sale or a great customer experience. Their buy in to the brand is critical for its successful execution. All this and still, many businesses fail to … Continue reading
How your brand is your growth strategy – with examples from IBM’s Smarterplanet
A brand in its most essential form, is the value generating qualities of the business that drives margin over the cost of goods and services. It is also the set of emotional connections, which have a transformative promise in your customers’ lives. By using the brand plan as a road map for growth, your business … Continue reading
Creating social capital for your brand
While reading an article by Christine M. Riordan and Kevin O’Brien (thanks guys) on the importance of social contracts and social capital to create great teamwork, I turned my mind to the value of creating social contracts and social capital in customer communities. Social capital, until now has meant, kudos, by associating our social image … Continue reading
Behavioural data allows the brand to wrap itself around the customer’s needs- the Movenbak case study
Watch out for Movenbank who is negotiating entry into retail banking into the US and Australia, with an offer that opens up more choice, that will be deliciously simple for customers and could be dangerously effective for retail banks. Here it is a business model that depends on customer insights at the front end of … Continue reading
To win big your brand needs to change the rules of the game
To be really successful, a business needs to look outside its sector to see how the business can take itself to the next level of value. To reach the next level of value, a business needs to be so different that it radically changes to rules of the game and reinvents the sector. In today’s … Continue reading
Patents – protectors of brand value
Wrapping up your business and brand value into a legal entity, which can be protected and resold is critical to building shareholder value. This is the strategy of the world’s leading brands, who increasingly believe patents and trademarks are to be developed, licensed or sold. In doing so, the value created from the research and development … Continue reading
Taking the brand beyond a single business boundary
The bigger the vision, the bigger the promise and the greater the complexity and team work to deliver on that promise. Today, great brands extend beyond a single business boundary, engaging communities and other businesses to join them in their promise to the customer. In theory, this is where we all need to be, in … Continue reading
Brand royalties and licensing branded content, revenue streams for the future
Beyonce Commercial Check out this award winning campaign based on branded content, where the American Express brand links card holders to their passions. The content was designed to generate digital connections by introducing card holders, to events and experiences. There is no doubt that, in this world of multiple platforms, social media, and user generated … Continue reading
Thought Leaders Circle 