On Monday, I watched Charlie Sheen being interviewed by Piers Morgan on CNN. He is an archetypal Hollywood bad boy in a career crisis. From a branding perspective, brand awareness of Charlie Sheen is growing and at the same time his brand reputation is crashing. Charlie Sheen’s interview was fantastic entertainment. …
The Diffuse Brand Strategy – What Went Wrong?
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Conformist Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Authentic Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Fragmented Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment or both. This diagram sums up the way most brands go wrong, and what it takes to get to …
Brand Strategy = Exploration & Commitment
In our last post, we introduced Distility’s big brand strategy secret: At the heart of our approach lies a deep cultivation of the way a team explores and commits to their brand. Based on the quality of the team’s exploration and commitment, they can arrive at four distinct brand strategies: Fragmented …
Revealed: Distility’s Biggest Brand Strategy Success Secret
A successful brand strategy tells your team how you want your brand to be known. It identifies a desired brand reputation – one that, by being achieved, will accelerate your overall business success. So why do so many Brand Strategies, and the Brand Marketing that follows, experience an inglorious lack …