All of a sudden, the whole company invites itself into the room, sales invents three new offer names, the CEO wants the brand to feel “premium”, and nobody can accurately explain what the business does.
In this solo episode, Jack Ferguson answers brand strategy questions from Reddit that cover a spectrum of issues that arise within companies.
He covers:
How to stop brand strategy meetings turning into philosophy club
What to do when your positioning, USP, and messaging get a “nobody cares” response from the market
How to know whether your positioning is effective
The impact of changing a brand name on brand equity
How to think of a personal brand vs a company brand
Ways in which “premium” positioning falls apart
How to know whether you need a rebrand or refresh
What to do when sales, marketing, leadership, and customer success all describe the brand differently
Brand Architecture issues after mergers and acquisitions
Prerequisites to altering brand assets like your logo
Podden och tillhörande omslagsbild på den här sidan tillhör
Jack Ferguson. Innehållet i podden är skapat av Jack Ferguson och inte av,
eller tillsammans med, Poddtoppen.
