Understanding your competitors is a key part of brand positioning. You’re probably thinking this is a painfully obvious thing to say. You’re correct. It is. But most organisations define their competitors based on the category they operate in. This can be a dangerous oversimplification.
We’re delighted to announce that Digis Squared, a diversified technology and telecoms services / solutions provider, has appointed Wavelength to develop a new brand identity then express this through a variety of brand assets.
Building Brand Experiences: A Practical Guide to Retaining Brand Relevance has been licensed for translation into Korean by UX Review.
It was great to be back at Warwick Manufacturing Group to deliver our Personal Branding Masterclass for Students – for the third and fourth time in 2018. Based on our Personal Branding for Executives Masterclass, the student-focused flavour aims to help students enhance their employability via their personal brands.
As part of a competitive three-way pitch process, Wavelength was recently appointed by Wallace Robinson & Morgan to design and build their new website. Wallace Robinson & Morgan is an independent law firm that was established in 1855. They’re based in Solihull, West Midlands and offer a comprehensive suite of legal services to B2B and B2C clients across the UK.
We’re delighted to announce that The Edgbaston Priory Club, one of the UK’s leading racquets and lifestyle members’ clubs, has decided to work with Wavelength on its member experience – for the fourth year in a row.
For the second time in a month Dubai was calling. This time around it was to deliver our three-day Brand Strategy Masterclass to participants that had travelled from as far afield as China and Vietnam. Good times.
Nottingham University Business School is one of the most respected business schools in the UK and beyond so Wavelength’s Darren Coleman was chuffed when he was invited to deliver talks to the MSc and Executive MBA students.
We’re delighted to announce that Wavelength’s Dr. Darren Coleman has been invited to deliver a talk at Vibe Marketers Fest in Dubai this November – and he’s also been asked to chair the first day for good measure. Prior to Vibe Darren was asked to share some views on brand experiences. This is what he had to say….
The glitz and glamour of Dubai were calling as participants from healthcare, gaming, property, pharmaceuticals, financial services, food and the public sector attended our Product Launch Marketing & Brand Positioning. Participants travelled from across the United Arab Emirates, Bahrain and Ghana.
Brand essence seems to have gone out of fashion. It feels like it’s been replaced and even upstaged by the ever-popular brand purpose. But brand essence is a powerful brand asset that shouldn’t be overlooked. This post shows why brand essence has the potential to help you scale your brands in existing markets and beyond.
While we spend our days at Emirates NBD trying to make our customers’ lives easier, marketing is becoming anything but. Caught between revenues that are hard to find, elusive budgets and ever more demanding customer expectations, the rules of the game refuse to sit still. Furthermore, brands are competing harder than ever to be heard, understood and loved by their audiences.
Brands operate at a perceptive level. They create appeal, draw customers in, generate demand and plant expectations in customers’ minds that are largely driven through the promises made by the brand. The purpose of customer experience management is to make sure the organization can deliver on that promise.
The airline industry is competitive and dynamic. It is characterized by fierce competition, high costs and low margins, which means our brand experience is a key point of competitive advantage. Read More
To successfully integrate digital channels into the overall brand experience, marketers need to understand which channels and what type of content perform. According to a McKinsey (2014) report, 7 over the next five years, digital advertising will be the fastest-growing advertising segment, with projected compound annual increases to 2018 of 15.1 per cent, compared with 5 per cent for TV (including advertising, out-of-home advertising and cinema).
When the Chief Marketing Officer mentions brand values in the boardroom they can be treated with disdain. Eyes roll. Disparaging glances are passed. Brand marketing mumbo jumbo. Nothing could be further from the truth. Brand values are important. They are powerful brand assets. This post explains why.
A surprising number of brands have values that are about as useful as a chocolate fireguard. Seriously. They do. Unfortunately, this only becomes apparent when brands try to bring their values to life via the experiences they want to build. Things grind to a halt because their brand values simply don’t work. All is not lost. Executives that do a good job of creating great brand values articulate values that are unique, specific, active, deliberate and balanced. This post will show you how to do the same.
It was very good of Nottingham University to give our recently published book, Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, some coverage on their Business School Alumni website.
We’re delighted to announce that Clearwater International has appointed Wavelength to work on an internal brand engagement project. Clearwater International is a corporate finance house that offers a suite of advisory services including mergers and acquisitions (M&A), company sales management buy-outs (MBOs) and fundraising. They employ 200 people in 15 offices around the world with deals in excess of €50bn to date.
Some particularly keen students managed to peel themselves away from their master’s dissertations to attend our Personal Brand Masterclass for Students at Warwick Manufacturing Group (part of University of Warwick). This Masterclass helps students understand how to build then use their personal brand so they can stand out from other job applicants.