Blog

By Category


Why Traditional Brand Positioning Works in Disruptive Times.

I saw a post this morning on social that said; “What a year this last week has been”. As the world seemingly accelerates into economic turmoil I’ve been reflecting on the learnings for brands from the GFC. The one thread that stands-out for me above…

Read more »

The 6 steps to managing your brand through coronavirus-19.

Now is not the time for your brand to batten down the hatches. For any brand born since the Great Depression, the current global pandemic is creating an environment of challenges and chaos never seen before. The extent, speed and impact of these changes have…

Read more »

Truly Deeply recognized as one the top 30 brand strategy companies in the world.

NEW YORK (PRWEB) February 20, 2020 Recognition for our brand strategy expertise. One of our favorite topics to write on is brand effectiveness, and specifically the positive commercial impact of brand strategy and brand identity. A growing body of research continues to demonstrate that consistent,…

Read more »

The online review tide is turning for business owners and their brands

Online reviews aren’t always what they appear to be. If  I had a dollar for every conversation I’ve had with a business owner wringing their hands in despair of the impact of online reviews I’d be writing this from an island in the Bahamas. Even…

Read more »

The Price / Differentiation Matrix and why your brand needs to master it.

Are you missing this important dimension of your brand strategy? Price has always been a key dimension of brand building. Ever since E. Jerome McCarthy identified the Four P’s of marketing (Price, Product, Place and Promotion) brands have understood the relationship between price and brand…

Read more »

The power of customer-centric brand thinking.

Now that seems like a valuable brand proposition. All to often we find brands working in a market driven paradigm. That-is, their mindset of how they go to market is based upon the collective history of how the category has always operated. What was will…

Read more »

A brand model for SMEs to build long term business value.

The case for increasing the focus on branding in your business. Watching a video by US brand educator Chris Do recently I came across this simple illustration that captures the concept of the brand circle of behavior. Many brands, especially for start-up, early stage and…

Read more »

The psychology that drives resistance to branding change.

A Critical Step in Rebranding Strategy. Over recent months (and maybe years) we’ve tracked a growing consumer activism speaking out against changes to brand identity. Whether it’s global fashion retailer Zara, U.S. grocery chain Giant Eagle,  The City of Frederick in Maryland or most recently,…

Read more »

Why heuristic bias is bad for your brand

A highbrow challenge for brands of every description. As defined by Wikipedia; A heuristic technique is any approach to problem solving or self-discovery that employs a practical method, not guaranteed to be optimal, perfect, or rational, but instead sufficient for reaching an immediate goal. When…

Read more »

Truly Deeply rebrands Central Steel Build

The new brand strategy, architecture and identity helps Australian steel builder reflect their true industry leadership and provides a framework for future business growth. A highly successful business, the rebrand now reflects the true image of the company, one that is continually evolving with its…

Read more »

A Lesson in Retail from Hanoi’s Shoe Street

Is this the toughest retail environment on the planet? On a trip to Vietnam this month I spent a couple of days sweltering through the streets of Hanoi Old Town. The mercury hit 37 degrees and the humidity was thick enough to cut with a…

Read more »

Reinventing the wheel – A brilliant brand strategy

The new product innovation set to disrupt the passenger tire category. We much more often hear from clients; “We’re not reinventing the wheel here”. We hear it so often it’s almost become a default starting point for approaching branding projects; ‘How do we get growth…

Read more »