Branding folk talk about feelings but not many understand why they are so important in the context of brand strategy. Neuroscience has helped brand marketers explain this with greater scientific rigour.
It was very flattering to be asked by BBC Radio to comment on the University of Warwick’s new logo which has caused quite a stir. Observations, insights and even reference to Madonna’s underwear were made during the interivew. Blimey. Why not listen to the interview here?
Wavelength’s Darren Coleman was recently asked to comment on how brands can explore experiential campaigns by The Marketer Magazine.
Wavelength’s Darren Coleman was recently asked to comment on how brands can inspire loyalty in the digital age by The Marketer Magazine.
The great management scholar Peter Drucker wrote a half century ago, “A customer rarely buys what a company thinks it is selling him.” What Drucker meant was that customers aren’t buying products but rather are just trying to get jobs done in their lives, and products or more frequently brands help them to do this.
We were delighted to beat off strong competition to win an employer branding project with national recruitment firm Gleeson Recruitment. The project entails defining and developing the Gleeson brand to attract high calibre talent. A smart move in a historically competitive market.
Values are important because they influence beliefs. Beliefs are important because they influence our behaviour. Whether you like it or not branding tries to influence behaviour – buy more, recommend more, go somewhere, etc. The list goes on. So in that respect branding is potentially something of a dark art.
Wavelength have been invited to judge Middle East Event Awards 2015 submissions for the second year running. Submissions from across the Middle East have been made with Wavelength’s Dr. Darren Coleman focusing on the brand experiences, activation and product / service launch categories.
Branding is an overused, misused and even abused management term. People think brand is a quick design fix for many management ills. It’s not.