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Upheavals - a blog about brand and strategy | Mark Di Somma - Marketing
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The dangers of categorical denial - The Audacity Group
Reading Time: < 1 minute Some things are too big to fight. If you’re planning to redefine a whole category for example, then, unless you’re already a market leader, plan on a big outlay and a long runway. You’re literally battling the millions others have already invested to define what it is, what it means, who it’s for, where it’s […]
What’s a brand problem? - The Audacity Group
Reading Time: < 1 minute I’m always fascinated when people tell me they have a brand problem – because I’ve seldom encountered one. I’ve encountered a whole range of business problems however that addressing the brand can fix. One of the real concerns I have with many “brand strategies” is that they work in too small a circle. The vicinity […]
Light my fire - The Audacity Group
Reading Time: 2 minutes What do you do if you’re one of the world’s most famous lighter companies and the number of smokers is dropping? If you’re Zippo, you look for ways to capitalise on your ‘cool’ image and extend your brand into products ranging from watches to leisure clothing. Zippo hit its zenith around the mid-1990s with 18 […]
The invisible language - The Audacity Group
Reading Time: < 1 minute My friend Simon is a designer. One of his favourite lines is “Great kerning will save the world”. Chances are if you’re an art director or a designer or, if like me, you work with art directors and designers every day, you’ll find this amusing because it references a whole bunch of things about the […]
Cult branding: Developing a scarcity strategy - The Audacity Group
Reading Time: 3 minutes In a world dominated it seems by the push for scale and mass coverage, it’s easy to forget that sometimes the smartest thing you can do is the polar opposite: develop a deliberately limited edition brand that shuns the mainstream. I’ve written about this a number of times – here’s an example – and coined […]