Follow the strategy of the big brands

Difference between big brands and unknown brands in brand messaging Big market leader brands can say: This is who we are, what we do, and what we stand for, but... Unknown brands say the above + where we help you get better results! If unknown brands do exactly as the market leader brands; the market leader brands wins market share for a longer period of time.

BRAND EQUITY POWER DRIVERS We seek to make our brand(s) as competitively powerful as it can be. This is a never-ending process and consists of relentless work in four power-driving areas: 1. "For Me" Consumer Perceptions - Satisfies Core Needs of Core Consumer - Believable... CONSISTENT 2. Superb Functional Performance - Delivers Claimed Benefit - Sustains Competitive Advantage 3. Best Price / Value Delivery - Better Value for Money than Competition 4. Strategic Investment - Long Term... Focused... Persistent.

STEP 1 of 5 to define a successful activation of your brand.

Here's something I'm talking to more and more companies about: brand building and brand awareness. It isn't the 1970, '80s, or '90s anymore. Those were times when the world wasn't as interconnected and information wasn't readily available on a global scale. As a result, distributors would often brand build in their territories -- and the companies would rely a lot on that. These days, that's changed -- brand building and brand awareness, along with the advertising and promotions that come with doing those things, have to be at the company level. In other words, a central message spread globally from the HQ. Relying on distributors to do that is very 30 years ago -- yet many hi-fi companies are still doing just that, and only that.

A good case study of effective, relevant brand activation through partnership. Relevant to the audience, culture and macro context of recycling clothes - this one ticks many boxes of what a good marketing partnership can be! #BrandPartnership #BrandActivation #CulturalTrends #ActivationProperty #Brand

A good case study of effective, relevant brand activation through partnership. Relevant to the audience, culture and macro context of recycling clothes - this one ticks many boxes of what a good marketing partnership can be! #BrandPartnership #BrandActivation #CulturalTrends #ActivationProperty #Brand

We work a lot with challenger brands. And I’ll tell you right now, it’s tough. Most challengers, stay challengers - simply because they can’t compete against the dominance of market leading brands. But every so often, the playing field is levelled. And that’s exactly what’s happens in a downturn. Market leaders become vulnerable, creating a window of opportunity for challenger brands. That’s why we’ve written a new mini-guide called “Why downturns are a now or never moment for challenger brands.” It explains why in a downturn... - buyers consider a greater 'palette' of brands - how this leaves market leaders vulnerable - why repositioning can help you make the most of this opportunity We know building the business case (and consensus) for a strategic positioning project can be tough. But right now, might be the absolute best time to do it. Good luck https://lnkd.in/gxBUPe_v

📣 At CHASE we recognise that Life Sciences brands teams are often busy working on new launches or accelerating the growth of recently launched brands. But, what about the mature brands in your portfolio? Click here for CHASE’s top tips to maximise your mature brand: https://lnkd.in/emMc57WW