The food business is an exciting field but one that is also extremely competitive. It is challenging for small start-ups to attempt to compete in crowded markets. Though product quality is critical, it is branding that usually defines long-term achievement. A strong brand helps build confidence, get noticed and earn repeat business. Branding impacts every […]
The world is smarter today. With instant information at our fingertips, we can quickly sniff out organisations over-promising and under-delivering. Converging crises mean that leading organisations can no longer rest on their past reputations because their stakeholders are increasingly pushing for more responsible business practices, from defining why they’re here to overhauling their own internal […]
Ronny Golan, CEO and Co-Founder at ViewersLogic, explains why big data has failed brands. Advertisers have long been seeking the ability to target individual consumers in key moments across the entire journey to purchase. But with endless communication channels, new devices and multiple purchase options, this goal is more complex and challenging than ever before. […]
Serial entrepreneurs have cottoned on to the merits of buying strong brands for dirt cheap prices. Outsourcing is the radical strategy behind the scenes.
More than ever, the longevity of an international brand is tied to its purpose. If purpose is poorly delivered or diluted over time, the business it is meant to serve will suffer.
It’s still too early to say what shape the recovery will be, but what is emerging from the fog of the pandemic/recession mash-up are ambitious brands moving beyond the virtue-signalling of “we’re all in this together” to begin positioning for a post-COVID world. In doing so, they’re placing bets on what our lives will look and feel like in the future.
With retail at the forefront of the sectors impacted by the COVID-19 pandemic, luxury brands must contend with marketing themselves to a consumer base that has been fundamentally changed.
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