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Good brand advice is not expensive if you can recognize its value.

The Value of Good Advice. Recently I re-read Confessions of the Pricing Man by Hermann Simon, arguably the best book ever written on the subject of pricing. I’ve always seen the subject of pricing as directly connected to branding. As Simon says: “People have asked…

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Nike puts brand values first with Kaepernick campaign

Are brand values are more important than brand value? Nike this week rolled out their 30th anniversary ‘Just do it’ campaign featuring the ex 49ers quarterback Colin Kaepernick. In a move that will define the brand for the future, Nike have made an incredible brave move.…

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Only 1 in 5 marketers see brand as their most important objective

Study suggests most Australian businesses are not recognising the value of brand. A new Deloitte study of 300 marketing professionals found that most believe that digital and social media are the best channels for building a brand. This is despite strong evidence that shows brands…

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Australian winemakers fight to keep the prosecco name and their brand value.

Trademark and naming battle. Should Aussies fight to keep using prosecco or create their own regional or wine style brand? Following on from France’s successful trademarking of Champagne, Italy is now trying to stop Australian wineries using the prosecco name. The challenge to the use…

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Google, PayPal and Bunnings healthiest brands in Australia

International research company YouGov releases the 2017 BrandIndex showcasing the best brands. The YouGov BrandIndex rates the overall health of the brand and takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others.…

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What will peak sugar mean for food brands?

It was interesting last week to see Coca-Cola get some local blowback from Woolworths on their new No Sugar Coke. Coke, a cornerstone in most supermarkets has been attacked over the years from many angles: constantly by perennial #2 Pepsi with the taste challenge; for…

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Clooney and partners cash-in, but will Diageo realise the brand value of Casamigos?

Diageo Plc to acquire Casamingos brand for $US 1 Billion. In four years, Clooney and Co have managed to create impressive brand value. Sure, they’ve achieved massive sales growth but take the people out of the brand and what are you left with? Diageo might…

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The Brand Value Equation & How Most Businesses Get It Wrong.

Understanding the Brand Value Equation We work on a daily basis guiding the brands for businesses of all shapes and sizes across almost every conceivable category. The thing they all have in common is an understanding of brand value and how to leverage it to…

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Why Keeping your clients & customers happy is the best way to grow your business

Happy Customers are Brilliant for Business It turns out that regardless of which category your business operates in, the best way to grow your bottom line is client/customer retention. According to the book ‘Leading On The Edge Of Chaos’; reducing your customer turnover by just…

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Investing in brand positioning & identity produces 7 x greater returns than advertising alone.

Is branding the most undervalued investment in business? There’s an old marketing adage that ‘50% of all advertising works – the trick is understanding which 50%’. This wisdom predominantly addresses the dated advertising mindset of sales, but in today’s brand landscape where integrated marketing campaigns…

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Discounting pricing strategy – detrimental to retail brands

When a brand continually discounts its goods or services do you ever want to pay full price for those same goods when they aren’t on sale? Every time I visit Katmandu they are having a sale and its usually a substantial one with discounts of…

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M&A Rebrand fail: ING Direct becomes Capital One 360

If you ever doubted the real value of a brand name and identity, try taking it away from your loyal customers and watch the reaction. In the USA, ING Direct is no more – and Capital One is finding out the hard way that brand…

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