First movers and innovators should always reap the greatest rewards. If they keep their eye on the ball, these brands should never have to surrender their leadership position. However, brands which neglect to keep moving forward will make themselves vulnerable to being caught and overtaken by swift and hungry competitors.
Successful companies actively develop and foster a culture of constantly assessing and reassessing their brands’ marketing and communications packages. This ensures that their product and messages are both continually refreshed and the brands maintain their individuality and relevance to customers. These companies also never stop looking for new ideas for their existing brand portfolio, which can turn into profitable business opportunities.
Brand communications can easily become outdated and less relevant over time. What may have been a great delivery programme for your strategy last year might only be a good one this year and at best mediocre the year after. Therefore, it is crucial to conduct frequent and comprehensive appraisals to evaluate your brand’s current status and set the agenda to take it to the next level. Ironically, this can be the easiest thing to postpone whilst you deal with short-term issues.
By constantly being constructively self-critical, winning brands manage to thrive long-term by deploying a process of continuous evolution and re-invention to maintain and protect a special place in the hearts and minds of their customers.
We can work with you to keep your brand ahead of the pack by reviewing your existing strategy and recommending ways to keep it fresh and relevant to your customers.
We will address specific issues, such as re-validation of your target audience definition, changes in their needs and preferences, your creative cut-through, the communication of key benefits, media selection, supply chain and your pricing structure.