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.
This post shares five ways you can get the c-suite on your side when selling the brand experience business case into them. Outlining how brand experiences drive performance, enhance happiness, facilitate differentiation, guide omnichannel strategy and help people connect are outlined ways of doing this.
The good folks from Branding Strategy Insider invited us to write a guest post which outlined the factors that shape brand experiences today.
Emotion in B2B branding is often overlooked so we were more than happy to write a guest post for our friends at Branding Strategy Insider on the topic.
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.
Dr. Darren Coleman, Founder and Managing Consultant of Birmingham-based branding agency Wavelength Marketing, has published a book on branding with specialist publisher Kogan Page. Titled Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, the book will be launched globally (except the USA) on 3rd July, then in the USA on 28th July. The likes of WH Smith, Waterstones, Blackwell’s, Foyles in addition to Barnes & Noble will stock the book.
A wonderfully international group from the United States, Saudi Arabia and the Netherlands attended our three-day Branding Masterclass in London. The Masterclass is aimed squarely at senior executives who want to acquire advanced branding knowledge so they can lead their brand experience building efforts with greater confidence and conviction.
Leading telecoms company Ooredoo Oman recently invited Wavelength to deliver an advanced marketing strategy training programme in Muscat – and what a pleasure it was.
For the third year running we’ve been invited to obtain and analyse member experience metrics at Edgbaston Priory Club, one of the UK’s leading lifestyle and racquets private members clubs.
It was a pleasure to be back at Nottingham University Business School to deliver a session on customer centricity for their Executive MBA students.
Brand Strategy Masterclass: London (3 Day)
Participants from pharmaceuticals, insurance, regulatory, public transport and gaming attended our three-day Brand Strategy Masterclass in London. This made for an interesting and eventful session that was structured around our proprietary Brand Strategy Canvas. Read More
We’ve been running our Personal Branding Masterclass at Warwick Manufacturing Group (part of the University of Warwick) for several years, so it was good to be back to run four sessions earlier in the year. Read More
It was a pleasure and a privilege to be invited onto the Simon Mayo Show (BBC Radio 2) to share some views on brand naming strategy. I remember watching Simon Mayo introduce Top of the Pops on BBC1 as a teenager, so it was something of a trip down memory lane.
The full interview (about six minutes) can be heard below.
Edgbaston Priory Club is one of the UK’s premier lifestyle and racquets members’ clubs, so we were chuffed when they asked us to work on their brand experience with them. The project will span several months and use a number of service design tools to enhance the overall member experience. Both The Edgbaston Priory team and the club’s existing and prospective members will be involved in the project, so it represents a real commitment by Edgbaston Priory Club to enhancing their membership experience. Read More
Kogan Page has teamed up with Wavelength’s Darren Coleman to publish a book on brand experiences. “Building Brand Experiences: A Practical Guide to Retaining Brand Relevance” has been written with senior executives in mind and will have global distribution with a launch date of 3rd July 2018.