Building a Brand
Today’s consumers expect brands to have a sustainable, charitable or social message and to be purposeful in their product, positioning and communications.
We are squarely in the age of ‘wokeness’ - the state of being aware and motivated by problematic norms, systemic injustices and the overall status quo.
When we think of big, international companies with a presence in multiple countries across the world, we might assume that global expansion is merely a money matter and presumably a smooth process for these successful corporations.
Your company’s brand message impacts the most parts of your business, from employment to customer engagement, so how do you convey a brand message that represents the best of you?
Even a powerful, all-conquering brand can run into any one of a number of problems over time.