Building Brand Equity

By |2019-02-06T14:29:21+00:00February 1st, 2019|Advertising Strategy, Brand, Brand Equity, Customer Experience, Design|

Why is it important to invest in brand building? First of all let’s quickly cover off what we mean by brand. Your brand is more than just a logo or a tagline; your brand is your purpose, your essence and reason for existing. It is how you act, what you say and how you say it, it’s your personality and a way of doing things that makes your service or product distinctive. Building and investing in your brand takes time and energy, it’s a long-term relationship, which needs care and attention if it's to flourish and grow. A brand [...]

The sombre face of the high street

By |2019-02-06T14:34:44+00:00December 18th, 2018|Brand, Consumer Behaviour Marketing, Customer Experience, Retail, Shopper Marketing|

The sombre face of the high street  For years the death of the high street has consistently made the headlines but this year has definitely painted one of the bleakest pictures with big names like House of Fraser, Debenhams, Claire’s Accessories, Toy ‘R’ Us, Poundworld, Mothercare, New Look, Coast, Orla Kiely, Homebase, Carpetright and many more retailers reporting big losses or going into administration. Additionally, high profile retailers reported terrible trading conditions in the month of November and overall footfall fell by 3.2, the sharpest decline in nine years. Mike Ashley, Sports Direct boss, said: “November was the worst [...]

No More Stereotypical Ads from June 2019

By |2019-02-06T14:35:05+00:00December 14th, 2018|Advertising Regulation, Brand, Consumer Behaviour Marketing, Gender Equality, Market Research|

Brands will no longer be able to broadcast advertising that depicts harmful gender stereotypes. Today, the Committee of Advertising Practice (CAP) and the Advertising Standards Authority (ASA) announced a new Advertising Code in relation to gender stereotypes, which will apply to broadcast and non-broadcast media from 14 June 2019. The new guidelines were established following a public consultation and research from ASA. For agencies and brand owners this will mean reviewing existing brand assets to ensure compliance with the new rule as well as becoming more mindful of the type of creative output that is produced. From June next [...]

Don’t Give Your Customers the Chance to Walk Away

By |2018-09-20T14:46:39+00:00August 10th, 2018|Brand, Consumer Behaviour Marketing, CRM, Personalised Marketing|

Don't Give Your Customers the Chance to Walk Away Brands invest heavily in attraction and new customer acquisition but what about their bread and butter, their existing customers. Should more focus be given to keep customers coming back for more? The short answer is yes. It costs over five times more to win a new customer than it does to keep an existing one. Not only that, profitability is at least three times higher from an existing customer. So why do 44% of companies have a stronger focus on acquisition then they do with retention? Brands are investing more [...]