Find a way to listen to your consumers and stay ahead of trends. Watch for dramatic shifts because they can really open a door for a competitor. It is easier said than done, but do not be afraid to attack yourself even if it means cannibalizing your current business. A good defence starts with a good offence.

These are grouped into five core dimensions: 1. Sincerity: domestic, honest, genuine and cheerful 2. Excitement: daring, spirited, imaginative, up to date 3. Competence: Reliable, responsible, dependable, efficient 4. Sophistication: glamorous, pretentious, charming, romantic 5. Ruggedness: tough, strong, outdoorsy This technique can be used to

You need to be either better, different or cheaper. Challenge yourself to stay relevant, simple and compelling.

Create a culture that attacks the brand’s weaknesses and fixes them before the competition can attack.

Imperative. Usually a command or direction for action, such as Nike’s ‘Just do it’.

Uniqlo, a Japanese clothing company, has produced a number of notable app options. Designed to support and improve consumers’ daily lives by making everyday routines more fun, engaging and joyful, ‘Uniqlo Wake Up’ (pictured here) ‘Uniqlo Calendar’ and ‘Uniqlo Recipe’ have been created in the hope of becoming indispensible tools. The goal is for the

‘There is a fundamental shift taking place in the way that brands build relationships with consumers, driven by the combined forces of social and mobile technologies.’4 The Internet has provided the perfect platform for two-way communication between individuals and brands, with instant opportunities for consumers to capture ‘real time’ experiences

five key stages: 1. Customer research and visual enquiry 2. Concept development 3. Design development 4. Design implementation 5. Testing

A successful brand uses its unique set of values to drive a successful business strategy – to encourage consumers to choose it over its competitors. Therefore a successful brand is one that achieves a high degree of recognition by consumers. However, this relationship is based upon reputation, so for a brand to retain its position, it must ensure