Brand Strategy

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''Touching lives, Improving People'' Has P&G missed the mark?

Submitted by Hamish Chadwick on Thu, 24/11/2011 - 10:02

Global mega manufacturer Proctor and Gamble (P&G) has decided to puff its chest out in an effort to boost brand awareness of its product range by putting its name in the spotlight. The accompanying tagline “Touching lives, improving people” has been selected as part of the Australian debut.

In technical terms P&G are moving from a 'branded strategy' to an 'endorsed' model.

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Competitive Fatigue: Are You Allowing it to Happen?

Submitted by Hamish Chadwick on Wed, 23/11/2011 - 12:41

It's easy to get despondent and think 'how can my competitors get away with that?', or 'why are my customers behaving in a particular way?', or more commonly, 'why do customers always question price?'.

It's not their fault, and you shouldn't hate your competitor.

One of the most powerful dynamics you can manage to your advantage is the competitive positioning you have with your competition.

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Identifying Gaps In Your Marketing (Shaping Market Perceptions)

Submitted by Hamish Chadwick on Thu, 11/08/2011 - 13:47

If you want to asses and fix perception gaps in your business, here’s an exercise for you. Ask someone who is not close to your operations to speak with people inside and outside your business.

If possible get them to speak with a cross section of employees in different areas of the business, and a cross section of customers, suppliers and other people that interact with the business. Essentially anyone who you would think has a clear understanding of the value you provide.

Here are five questions to ask both your team and customers:

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Social Media: Highest Cost, Lowest Impact? (TCCS#5)

Submitted by Hamish Chadwick on Tue, 21/06/2011 - 18:12

The Competitive Challenge Series (TCCS)

Vol. 1 #5

The Competitive Challenge Series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. My objective is to deliver strategy and ideas to propel you beyond competitive challenges.

This weeks challenge...

Social Media: Highest Cost, Lowest Impact?

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Preventing Website Failure: Don't Be Afraid to Speak Up

Submitted by Hamish Chadwick on Thu, 09/06/2011 - 14:58

Corporate website development has matured a great deal in the past few years. It’s rare to see gimmicks on commercial sites such as animation, background music and ‘intro’ pages.
Business has recognised that target audiences are task focused and want to access particular information, in a particular way - and fast.

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The Competitive Landscape for 2011 (TCCS #4)

Submitted by Hamish Chadwick on Thu, 28/04/2011 - 23:54

The Competitive Challenge Series (TCCS)

Vol. 1 #4

Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge...

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Device of Distraction (TCCS #3)

Submitted by Hamish Chadwick on Thu, 31/03/2011 - 10:28

The Competitive Challenge Series (TCCS)

Vol. 1 #3

Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge...

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Taglines: What Interest Are You Creating? (TCCS #2)

Submitted by Hamish Chadwick on Tue, 22/03/2011 - 16:29

The Competitive Challenge Series (TCCS)
Vol. 1 #2

Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge......

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Exporting Your Brand: A few pertinent tips

Submitted by Hamish Chadwick on Wed, 23/02/2011 - 13:08

I was interviewed by Adeline Teoh from Dynamic Export Magazine for a story they’re running on international branding.

I was asked to comment on the headings below.  The article will be published in February 2011, however my points are below.

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Will Cash Kill Incentive? (Why Money Isn't a Motivator)

Submitted by Hamish Chadwick on Wed, 02/06/2010 - 17:06

Incentive based marketing can be rewarding and cost effective. We've all taken advantage of a cash-back offer at some point which is one of simplest incentive strategies used in retail.

But what about cash incentives for B2B referrals?  It should be a surefire strategy. Ask your client base to refer someone to your business, if a sale is closed then a cheque is in the mail.  It also seems like a great way of pre-qaulifying leads because who wants to go to the effort of giving a referral that doesn't convert to a sale?

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