Wolff Olins’ Post

Some brands continue to rise as giants, wielding unmatched sway and captivating the hearts and minds of global consumers. The hottest brands of 2024 so far live and breathe the gospel of strategic brand management, using genuineness and out-of-the-box thinking, tugging heartstrings to weave lasting ties with consumers. These brands crack the code of brand wrangling and embrace the magic of strategic planning. To see who they are and how their example can be followed by marketers to achieve success in an intensely competitive world, read more here: http://uxi.re/WXQ1w #WeAreIMM #KnowledgeSharing #Branding #BrandManagement #Blog #Article

When world events overtake brands, the narrative of the marketplace is no longer applicable. It can be hard to feel comfortable doing anything at all, and inaction seems safest, so brands come to a halt. Instead, brands should be leading the way. See what our J. Walker Smith says about how brands can counter #disruption with #empathy, in his column in Branding Strategy Insider https://lnkd.in/gTbEBtDF

Brand transformation. Everyone’s talking about it, but are they really doing it? 👉 https://bit.ly/3VXXLRC Josh Hunt, managing director at global brand agency Brand Potential Consulting, believes the word ‘transformation’ is overused in the context of rebranding. He explains what a real brand transformation is all about. 🗣 "Transformation needs to be well, transformative. It’s making brand go way beyond the marketing department: influencing how people in the real world – be they consumers, employees or investors – experience the brand on an everyday basis." #branding #brand #rebrand #design #strategy #transformmagazine

Dave Tallon argues that companies should look at their brands through the lens of status to see what insights they can unlock and what opportunities they can tap into. 🍍 #Marketing #Brand #Insights

I think this is important insight. Many iconic brands lose their way by failing to recognise they'll sacrifice their distinct nature and position in market by changing what they are - only to capture new audiences who didn't and might only fleetingly care about the brand. This, when in most cases they could have been investing in becoming more distinct and more powerful in their market position - by innovating for (the real driver of relevance), leaning into, and empowering the contemporary people within the cultures that resonated with them in the first place. That way you at least capture younger potential buyers and also increase the purchase frequency of older lighter ones. You avoid having to ostensibly start again, but now with the baggage of a legacy somewhere else. (You may as well just make a new brand for that audience if you want their sales) And, avoid giving up your hard earned market position to competitors who will capitalise on your anxiety by growing with the culture that previously fed your funnel, in a way that makes winning them back impossible.

The world is suddenly waking up to branding (again) - make sure you don't fall behind. This is probably one of the most important shifts in the marketing space in the last decade. Value creation, perception, brand equity and long-term survival are slowly becoming more important than "rapid growth at all costs". We see big, influential brands in the news talking about how investing in brands is driving growth and Chief Brand Officer will be a common title by the end of 2024. Here are 46 reasons why you want to invest in branding and build a strong brand. --- Follow me to master branding. #brand #brandstrategy #branding

Your branding has to tell a story.

Explore the secrets behind impactful brands. My colleague Chris Fosdick’s insights reveal how innovation and emotional intelligence drive better growth. Read the article and let me know your thoughts in the comments below. #BrandImpact #InnovationJourney

One of my favourite concepts in Brand Strategy is defining the brands business. I have seen this question create great debate among executives and brand teams! It can confirm a presumed understanding or cause a business to pivot, going back to its origins; or extend into new categories or to focus and reduce its offering. A consistent, shared view of what you brand does is critical, but ask a few colleagues and see if you get the same answer! #branding #brandbuilding #brandstrategy #brandstrategytips #brandsbusiness #branddevelopment

The world is suddenly waking up to branding (again) - make sure you don't fall behind. This is probably one of the most important shifts in the marketing space in the last decade. Value creation, perception, brand equity and long-term survival are slowly becoming more important than "rapid growth at all costs". We see big, influential brands in the news talking about how investing in brands is driving growth and Chief Brand Officer will be a common title by the end of 2024. Here are 46 reasons why you want to invest in branding and build a strong brand. --- Follow us to master branding. #brand #brandstrategy #branding