A new year calls for a fresh start—it presents an opportunity for CEOs like you to evaluate your brands, and reinvigorate how they are differentiated. Per usual, social media channels are cluttered with advice for 2014, and full of jargon and the latest marketing trends and buzzwords. But the most effective, time-tested approach to true brand differentiation is actually simple—and if you follow it, you will position your company for years of success. It requires that you do three things.
Much has been made of Chinese companies “going global.” Yet, for every Lenovo or Huawei success story, countless companies have pursued growth opportunities overseas with little success. We believe that if we examine the current branding climate in China’s domestic market, we can glean a clue into what’s holding China back globally.
It’s tempting to tout company history. Ten, 25, or 100 years in business is an achievement worth noting. Presumably, a long history suggests reliability, experience, financial stability, and timeless, admired products.
Employee engagement--chances are you’ve heard of it before. With today’s war for talent and an entire new generation of digital natives moving into the workplace, employee engagement is a serious concern on the corporate agenda of every major company. So then why does a recent Gallup poll find that only 13% of employees are engaged at work?
Though the definition is often hotly debated, most can agree that brand experience means ensuring you walk the talk. It’s that moment of truth when a customer has the right experience with your brand in the right channel, at the right time. It’s when the brand delivers on its promise.
Here are six behaviors that will characterize winning brands in 2014.
Much has been made of Chinese companies “going global.” Yet as we look around, we find that few have truly established themselves on the global stage. Some have gained early traction in developing markets, often as value brands. Others have taken bolder steps and made high profile acquisitions of established businesses. However, for every Lenovo or Huawei success story, there are countless Chinese companies that have pursued growth opportunities overseas with little success. Few have been able to overcome the stigma surrounding “Made in China.”
The reality is that after years of hype surrounding Chinese companies going global, the world is still awaiting brands from China that can be held as high esteem as their global counterparts.
The brand name is the most ubiquitous and visible element in a brand strategy, so it is important to get it right. Nikolas Contis of Siegel+Gale San Francisco outlines some best practice in brand naming
The fourth annual Global Brand Simplicity Index™ evaluates the state, significance and impact of simplicity on brands. This year the research explores the relationship between simplicity and employee innovation more deeply.
If you are determined to redefine your organization’s brand in 2014, here are the top six steps that can help you achieve a better brand initiative. Trends come and go, but these simple steps will stand the test of time.