Byron Sharp, Brand Purpose and the Tyranny of the Majority
when brands focus too much on money as the primary measure of success for personalisation, they lose sight of who they are personalising for – the customer.
David Mannheim • The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal
Brand sustainability comes down to two things: relevance and differentiation. Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand. The goal is to be high
... See moreKat Cole • Invest Like the Best with Patrick O'Shaughnessy on Apple Podcasts
What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to accept that there are a lot of things you just cannot quantify.
Debbie Millman • Brand Thinking and Other Noble Pursuits
Byron Sharp, whose How Brands Grow book has taken the marketing world by storm over the last decade, has some relevant things to say about purpose and positioning. Specifically, he argues that brands should shift away from positioning—thinking about how they line up against competitors—and towards salience: the “propensity to be noticed or come to ... See more