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How has the definition of branding evolved to reflect the modern business context?

If you type ‘what is branding’ into a search engine, you’ll be presented with two choices: “making a mark with a branding iron” Or, “creating a distinctive design to promote a product or service” Branding in today’s world is not just about standing out, but about creating a truly consistent omnichannel experience across all customer touchpoints. To achieve this, it means fully integrating brand strategy across every customer interaction, not just about creating aesthetically stable collateral. To outpace competitors in the current business climate, branding requires a data-driven, customer-focused approach to marketing. Our marketing tools and templates help you build a winning marketing strategy that supports your business objectives and boost revenue. What's more, all our marketing strategy resources are integrated across the RACE framework to drive the results you need to reach your goals. …

Discover our framework to plan, manage, and optimize your brand positioning strategy in the era of omnichannel consumer branded goods

In its best form, a brand positioning strategy for a company unifies all customer-facing comms and marketing activities. It highlights who the target audience is, and why they need your product (and how you're going to make sure they know that). More importantly, in today's age of digitalization, with Debenhams and Arcadia Group being bought by online giants Asos and Boohoo, and now GAP planning to close stores in UK, France, and Italy as part of their European review, positioning your brand online is more important than ever. That's where RACE comes in - a dedicated marketing structure your brand can use to integrate your customers' experiences of your brand,…

A successful brand strategy means your business' channels, digital experiences, and tone of voice need to home in on what your key customers want.

We've got marketing training to strengthen your branded consumer goods company's relationships with your target audiences. In order to build a loyal fan base, your brand strategy and style need to reflect your overall vision for the business. Having a brand strategy that jars with your product/service will put customers off and confuse them about who are and what you offer. However, integrating your marketing strategy can be hard, especially today in the age of digital disruption where every customer has an omnichannel experience. That's why our complete marketing training covers all the key elements you need to build a strong brand strategy.

The RACE Framework for consumer branded goods

Our popular RACE Framework is a simple, actionable planning structure for marketing leaders looking to streamline their omnichannel marketing strategies and…

Will 2017 see a revolution in the way we think of branding and brand strategy?

For many, the sound and sights of fireworks exploding on New Year’s Eve already seem a lifetime away. Slowly but surely, marketers are getting back into the swing of the pendulum of routine marking out yet another year of deadlines and performance assessments. In the spirit of making a resolution to change, during January, some will send the odd surreptitious online application to a recruitment agency’s ‘black hole’ of resumes on sites like LinkedIn. In time-honoured tradition, many will invest in Apps which measure strides on runs, or calories at burger bars. For most January is about picking up where projects were last left. Conventionally, campaign messages supported by features feeding into benefits… an approach that has been tried and A/B split tested for eons… centre on rewards of happiness ‘hits’ in exchange for buying a product/service. In 2017,…

Key lessons for brands emerge from the most anticipated ad of the holiday season

On initial viewing the John Lewis’ £7m Xmas 2016 commercial  tells a quaint story of a girl whose trampoline becomes popular with the local wildlife community.

Set against a backing track of Randy Crawford’s ‘One Day I’ll Fly Away’. The commercial features a Boxer dog in a typical Middle-England home. The dog enviously stares out of a living room window as it watches two wild foxes, a badger, a squirrel and a hedgehog liberally jumping on a trampoline built by the household’s father for his daughter. 

Come Christmas morning Buster (the Boxer dog) pushes aside a surprised Bridget (the daughter) to merrily jump on trampoline all for itself.

Given a tumultuous political year, John Lewis’s customer director Craig Inglis said:  

“You could say 2016 has certainly been quite a year.  We…

Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent.

As part of our series of in-depth case studies with TranslateMedia looking at major brands tackling major new markets we look at Kellogg's attempts to crack the tricky Indian market.

But are Indian consumers ready to accept breakfast cereals?

Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent. In this article, we’ll examine what went wrong, and discover how Kelloggs recovered from its initial problems in this challenging market.

An unsuccessful first foray into India

The world’s leading producer of cereals and a major snack foods manufacturer, Kellogg’s entered the Indian market way back in 1994. Kellogg’s is no stranger to…

One measure of how well you’ve infiltrated your brand into a local culture is how successfully you can align it with local holidays

Seasonal holidays are emotive times, whether it’s a country’s national independence day, saints’ day carnivals, New Year or the mid-autumn festival celebrations in parts of Asia. Getting the seasonal celebrations right is a big part of aligning your brand with local cultural values and engaging with your audience during a significant time in their calendar. Gift exchange and shared meals are often a big part of festivities and for many brands that represents a big opportunity for sales. Get the holidays right and you have a chance to really bring your brand into every household.

Big brand holiday case studies

KFC is a brand that has managed to transcreate itself with particular success into Japan. The fried…

When Shanghai Disney Resort opens towards the beginning of 2016, it will represent just the latest move by western companies determined to entertain and profit from China’s new middle classes.

Chinese household spending on entertainment and leisure activities rose 56% in just one year between 2010 and 2011 and the rise in entertainment spend is predicted to continue for some time. Chinese consumers, or more specifically their newfound disposable spending power, are a serious target for the film and entertainment industry now scrambling to meet their desires. Cinemas are being hurriedly constructed and theme parks are booming as both local and foreign enterprises battle for a share of the market. Theme parks are increasingly popular in Asia and in the last decade two of China’s theme attractions have entered the world’s top ten in terms of visitor numbers. About a third of the world’s…

UK Fashion brands see opportunity in expanding into the US Market

US businesses have long eyed up opportunities in the buoyant UK retail market with brands typically establishing a presence in the UK as a launchpad into Europe. Now a large number of British retail brands are heading back in the opposite direction. In many cases, these ventures have met with considerable success. The upscale retailer Boden, for instance, expects US sales to overtake those of its home market within a few years. It’s very clear, however, when it comes to relocating a brand across the Atlantic, American and British audiences shouldn’t be approached as a homogenous group even though the language is shared. Consumers on both sides of the Atlantic will respond best to localised and personalised content strategies. Buzzfeed, for example, one of the web’s biggest and most influential content hubs, has editorial teams in both regions. They find that their…