Brand positioning is the end game for brands. It focuses on the process of uniquely locating a brand in target customers’ minds relative to its competitors.
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At a recent workshop in Kuala Lumpur an Executive who overseas strategy at a global brand posed an interesting question her firm had been wrestling with…
China’s extraordinary economic growth has been characterised by the production of high volume but relatively low value goods for export markets. This has allowed certain industries such as OEM’s (Original Equipment Manufacturers) to flourish but times are changing.
People who work in brand admire Apple for very good reasons. An iconic brand that delivers revolutionary, beautifully designed and incredibly profitable products.
At Wavelength we wonder if it’s crunch time for Apple. Recent Wall Street iPhone 5 expectations were not met, brand loyalty is diminishing whilst Samsung’s popularity is increasing.
The University of Warwick recently invited us to write a post on Personal Branding. Employability and employability skills are an important part of Universities’ overall offer now since UK based students had to start paying fees. The blog can be found here but we also wanted to share the content via our blog.
At a recent “customer experience” conference in Dubai some interesting and striking comments were made. However, it soon became apparent a broader view on customer experience was required. Customer experience and customer service were frequently confused or used interchangeably
Senior executives frequently tell us how disappointed they are with new product launch performance. It’s an expensive and risky business so it’s understandable. This frequently results in a “numbers game” (launch as many products as we can in the hope we succeed) or “no game” (don’t launch anything as it’s too damn expensive) logic.
In the past we’ve tried to highlight how utilising coupons can turn your brand strategy pair shaped. The challenges JC Penny is currently facing lucidly illustrate this point. This revealing article shares some of the challenges new JC Penny CEO Ron Johnson is experiencing whilst trying to shake the brands’ coupon crazy reputation. An unenviable task.
At a recent “customer experience” conference in Dubai it soon became apparent a broader view on customer experience was required. The terms “customer experience” and “customer service” were frequently used interchangeably. This was a problem because we feel customer service is an important part of the customer experience.
Darren was invited to speak on BBC radio today. He was asked to give his views on “Brand Britain” going ballistic. Here’s the recording (apologies the quality is not so great).