Posts Tagged ‘Brand Strategy’
98% Potato: The Origins of Account Planning – an interview with John Griffiths Just before Christmas I had the opportunity to catch up with John Griffiths and discuss his new book, co-written with Tracey Follows, and some themes around account planning. It doesn’t take much to set both of us off on a passionate discussion […]
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Tags: 98% Potato, 98% Pure Potato, Account Planning, BMP, Brand Strategy, DDB, John Griffiths, JWT, Kevin Sugrue, Origin of Account Planning, Planning, Planning Books, Strategy, Tracey Follows
Equilibrium – An Insight Story For Brands June 2013 http://www.slideshare.net/kevinsugrue/brand-equilibrium-an-insight-story-or-brands
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Tags: Account Planning, Advertising, Brand Strategy, Brands, Insights, Market Research, Planning, Research, Strategy
The Premise: Brands benefit from elevating themselves into a position of iconic leadership, becoming brands that are celebrated because of their engaging belief and distinctive appeal. People want to engage more and will pay more for brands that are celebrated as desirable and different. To help build a cult following (and this doesn’t imply a […]
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Tags: Brand, Brand Conspiracy, Brand Strategy, Brands, Marketing Conspiracy Theory
Many businesses are driven by Key Performance Indicators (KPI’s.) These often include a refinement of traditional customer satisfaction, a Net Promoter Score (NPS) that provides a simple calculation of customer loyalty. The Net Promoter Score is obtained by asking customers a single question on a 0 to 10 rating scale, where 10 is “extremely likely” […]
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Tags: brand building, Brand Strategy, Key Performance Indicator, KPI, Net Promoter Score, NPS
A collection of some of my planning tools: BrandStars A brand mapping and positioning tool. This brand system must have something going for it; 80,000 readers and going strong. Brand Matrix A competitive set brand matrix Model For Marketing To Teens This model identifies four consistent elements of successful marketing campaigns to teenagers. Brand Ignition […]
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Tags: Account Planning, Brand, Brand Strategy, Marketing, Planning, Planning Tools
A framework showing how to connect a brand with its target audience through the communication and support of a shared thought (a compelling and relevant idea). The shared thought is the cause for mutual celebration, relating to an idea close to the hearts of the audience and demonstrated through the actions of the brand. First […]
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Tags: Account Planning, Brand Ignition, Brand Model, Brand Strategy
Brand Tao 