Branding tends to be perceived as a soft, fluffy and elusive craft that lacks scientific rigour. Nothing could be further from the truth.
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For the fourth year running, Wavelength led a four-day product launch and brand positioning session in Dubai for a group of executives from across the Middle East. A broad range of companies attended from both the public and private sectors which made for a super interesting group.
An earlier post outlined the important role part of our brain (the limbic system) plays in influencing choice via brand-related feelings recalled from memory. This part of the brain also deals with things like metaphors, intuition and stories.
We’re delighted to announce we’ve recently started working with The Edgbaston Priory Club. The project entails conducting extensive qualitative and quantitative insight that will shape brand experience strategy and inform advanced marketing initiatives the Club plans to implement.
Most marketing executives employ a flawed brand performance model. They agonise over financial metrics like ROI, profit, EBITDA, revenue, etc. These are important but more informed marketers consider employee and brand metrics. Why do they take a more holistic and balanced approach?
We’re delighted to announce we’ve just started working with Price Mistry, a boutique law firm based in Birmingham, UK. The project will entail brand definition, identity development and testing before we move to brand activation across digital and print media.
Brand strategy and more specifically brand building isn’t a piecemeal task. It’s a holistic and integrated process that requires careful thought, planning and organisation-wide engagement.
It was a pleasure to be invited back to the very “Likeable Lithuania” to work with one of the world’s leading laser manufacturers, EKPSLA. EKSPLA designs, manufactures and instals for leading Universities and the likes of NASA and CERN. They’re clearly very sharp.
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?