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While most brands were trying to compete with the biggest discounts to standout over the Black Friday weekend, Patagonia continued to use its brand to guide true differentiation. Black Friday, Cyber Monday combine to be one biggest consumer shopping events of the year and it’s…

The power of sound in brand differentiation In the battle for customers, brands have long engaged the senses in order to create unique and identifiable properties  they can own in the minds of their customers. All brands strategically or otherwise set-out to own a concept…

How after sales contributes to brand reputation After sales is often non-existent, designed to minimise costs, or simply not a priority for many brands – but it should be. With more and more consumers reading reviews online before purchasing, after sales service is becoming an…

The once iconic photography brand is back with new products and its 1971 brand icon. After more than decade, Kodak are hoping to revive some brand nostalgia and engage a new generation. As a counter trend to the digital evolution, just about anything analogue in…

Target gives up on brand differentiation and becomes another Kmart The remarkable turnaround of Kmart in the past few years has left its competitors scrambling to compete. The strategy has achieved its goal of killing Big W. However, in the fight, Westfarmers has also severally…

Why lululemon is the new breed of brand A few years back I recall seeing a former Nike VP of women’s wear speak. She was asked what was the biggest change she’d seen in that category during her time at Nike. Her answer was the…

Apple’s ‘Made in China’ Brand Messaging Maybe I’m a little late to the party, but on the weekend I notices for the first time the small print on the back of my iPhone 6 which says: ‘Designed by Apple in California Assembled in China’. I…