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Consumers lead busy lives. Between working long hours, juggling family responsibilities, walking pets, staying in shape, eating right, maintaining a healthy social life, and getting enough sleep, there’s not much room left for them to consider which brands they should buy to help them do all those things. Add to this an increasingly competitive marketplace with heaps of brands for consumers to choose from, and suddenly being a good solution to their needs is less important than being a memorable one.
The concept of “Brand” is what makes an ‘i’ prefix and a piece of fruit with a bite missing synonymous with one of the world’s top-selling tech giants. It’s what turns a right-pointing arrow into Amazon’s signature “smile” and conjures up fond memories of same-day delivery. The success of these giants, plus dozens of others, has made C-Suites across the globe sit up and listen to their CMOs, who’ve been banging on about the importance of brand for years.
August 21, 2017
To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)
August 31, 2017
Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)