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You will always be disappointed should you choose to ignore long-term brand strategy. I'll let you in on one tiny secret about every brand that has dominated their industry market. The secret is that they prepare for a marathon instead of a sprint. What does this mean? Founders who have great aspirations may be easily carried away with the excitement of their brand skyrocketing only after a few weeks or months of launch. I call this the "Initial Rally Syndrome", and this is where things could take a ugly shift if not carefully managed. When your brand kicks off, you'll likely perform well if you planned well. However, if you want to remain relevant, you have to keep a steady pace while improving on growth catalysts. Say for example, a fashion brand sells out every of their store across the country in the first few months, it is dangerous to assume it will always continue like that. Wisdom demands that a consolidating strategy be put in place to manage the influx of attention. At this point, you are focused on building customer relationships (a marathon ), rather than make more money (a sprint). You are improving on retainers like discounts, loyalty programs, and what have you, instead of hiking your annual subscription fee. Instead of blindly mass producing, focus on CONSOLIDATION. That's how big brands remain at the top. Don't be that brand that is only a flash in the pan. Build capacity to run the marathon. I hope you learnt something profitable for your brand? I bet you did.

This is the story of the UGG brand reset, as told by their CEO, Dave Powers. Why share this story? When I was operating, especially during the depths of the Chubbies brand reset, having examples of other brands who had gone through a similar process - and are now crushing it - would have reduced my fear, uncertainty, and, honestly, the ego hit associated with it. Fast forward to today: UGG is doing >$2B, is extremely profitable, and growing nearly 30% yoy (!!!). It wasn’t always the case, so here are the 4 phases of the UGG reset, and 3 things you can do today as you think through this stuff. ** The Four Phases of the UGG reset ** Phase 1: The Rise “It started as a surfer brand. In the early 2000s, it made the pivot to a fashion + cold weather staple” “The real turning point was when Oprah put it on her list of favorite things, solidifying the switch from a functional boot for surfers to a fashion icon” Phase 2: The Fall “What caused it? Over distribution” “It was seen as lower market because everybody had it” “It was off-price. You could get it anywhere.” “People were making fun of it…"basic", pumpkin spice lattes, chav, etc” Phase 3: The Reset (Pullback + Retrench) ”So we had to pull it all back” “We made it disappear in the eyes of the consumer for a while” “We told [wall]street we're going to pull back on revenue growth, and we're going to improve our profit profile” “That gave us the air cover to do what we needed to do to be able to pull back distribution and and tighten up our sales” “Then we selectively started going back out to the right retail partners and made sure the presentation was right” “We started working with the right influencers to reposition it in a new way” “We brought in a new president, whose single remit was to disrupt this brand” "We pushed the fashion envelope, pushed creativity, brought in a lot of color & materials” Phase 4: The Re-Emergence “Next thing you know it was like oh there's something exciting going on with that brand” Now, the brand is growing faster than ever (30% on a massive $2B annualized base), and the pull for the brand is massive. ** 3 things you can do as you think through this stuff ** 1. Learn the playbook by studying other brand resets. There are countless examples. LEGO, Old Spice, Ray-Ban, Crocs, Abercrombie, Gucci (Tom Ford era), Burberry, Hostess, Apple, Birkenstock. Many of them were public companies when they happened, so tons of data on exactly how they did it. 2. Have an honest conversation with your team - is it time for us to stop kicking the can down the road and do this? 3. Consider a single, small action that represents a mini reset. You don’t have to do a full blown pullback. Maybe think twice about pulling that brand building investment. Maybe say no to a retail partner who doesn’t grow your desirability. Maybe accept a negative revenue comp this or next month in exchange for doing the right thing for your long term brand desirability

Allbirds chief marketer on why brand building is key to the company’s turnaround plan: Kelly Olmstead discusses how the sneaker brand is investing more in awareness-driven channels to weather a challenging period for the business.

Does Brand Matter? In today's consumer landscape, the influence of brands cannot be overlooked. Brands play a pivotal role in shaping our daily decisions, from what we wear to the gadgets we use and the food we consume. But does brand truly matter? A robust brand symbolizes trust, offering consumers a sense of quality, consistency, and familiarity. Recognizable logos like Nike's swoosh and Apple's apple create expectations that aid quick purchasing choices in a competitive market, saving time and reducing perceived risks. Brands go beyond logos; they evoke emotions. Successful brands forge deep emotional relationships with customers, fostering loyalty and advocacy. Consider Coca-Cola's association with happiness or Patagonia's environmental commitment—these emotional ties foster a sense of belonging beyond mere products. In saturated markets, a brand becomes the defining factor. The narrative, values, and commitments associated with a brand distinguish one product from another. A strong brand justifies premium pricing, fosters loyalty, and makes it challenging for competitors to lure customers based solely on price or minor enhancements. In conclusion, brand absolutely matters. It shapes perceptions, nurtures loyalty, and sets products apart in a competitive market. In a world abundant with choices and fleeting attention spans, a strong brand isn't just an advantage—it's a necessity.

Top Global Brands have been announced and boom goes the dynamite, cool to see some of the clients we cross paths with on this illustrious list! “Those who can successfully leverage their brand into new consumer pools of potential will reap the rewards of strong brand growth.” Full article here for those that yearn to go deeper to see the TOP 100 as well! https://lnkd.in/gdvcTdRN #branding #top100

Why the biggest brands in the world are building movements We have entered a world where brands are more than just products, they are movements. They are sources of inspiration, drivers of change, and beacons of hope. I spent over 20 years building some of the most well known fashion brands around the world . One thing they all had in common was, they did not call themselves a business, they called themselves a brand. Imagine being a part of something bigger than just business. Imagine being a part of a brand that stands for something meaningful, a brand that is not just about profits but about making a difference. Brands like Patagonia and TOMS have shown us that when we align our purpose with our business we can create a movement that transcends commerce and leaves a lasting impact on the world. These brands understand that people crave meaning and connection. At the heart of these brands is purpose. Apple doesn't just sell devices; they've created a movement around innovation and creativity. Nike isn't just about shoes; they've built a movement empowering personal achievement. So, how can you turn your brand into a movement? Start by listening to your audience, understanding their values, and aligning your brand with causes that matter to them. Show them that you are not just here to sell products, but to make a difference in their lives and in the world. Communicate your purpose and values in a way that inspires and empowers your customers, make it about them and not you!. Use your marketing messages, your personal brand and your partnerships to show the world what your brand stands for and what it wants to be known for and why that matters. And finally, empower your customers to be a part of your movement. Encourage them to share their stories, to get involved in your initiatives, and to be ambassadors for your brand in their communities. Building a purpose-driven movement means: Defining your 'why' beyond profit Defining your ‘who’ and emotionally connect with the customer Fostering a community around a shared values and purpose Inspiring action towards a common goal Creating narratives that resonate emotionally The result? Unparalleled brand loyalty, organic growth, and a competitive edge that's hard to replicate. In the purpose economy, building a movement isn't just good marketing – it's essential for long-term success and meaningful impact. It's about answering the crucial question: How does your brand make the world better? So, what movement will your brand lead? What purpose will you champion? In today's world, your answer could define your success. Comment and tag an inspirational brand or individual below. Are there any brands you want to acknowledge? Those who are building a movement around their brand and are leading their business, industry or society into a new era of trade.

Why Superior Product Matters (Again) Really enjoyed this piece from Christopher-Jacques Morency at edition+partners ‘’Brands need to re-prioritise real product innovation and creative ways to tell those product stories if they are going to justify their position in the market. In fact, the era of constructing purpose and image-driven brand worlds might be over, or at least waning in impact – see certain luxury brands.’’ Case examples at SEEK   – Merz b. Schwanen – unique fabrics made traditionally on a loopwheel in Germany. There are only a few left worldwide, and most of them are on their German production site.  UNIQUE VALUE PROPOSITION. - Pendleton Woolen Mills - fibre to fabric intimate knowledge of the wool business. Over 100 years of expertise. Generational knowledge. Pendleton owns and operates mills in Oregon and Washington. USA made. FIND YOUR COMPETITIVE EDGE. - VEJA – is the first sneaker brand to use fabrics entirely made from recylced plastic bottles and recycled polyester.. THEY SHAPED THE NICHE. ‘’When every brand is working with the same creatives, selling in the same stores, and employing the same brand tactics, it becomes crucial to focus on what sets their products apart. Then, they must communicate that value proposition effectively by placing it in a cultural context that resonates with the current reality of their target audience’’ - see Stone Island with product innovation, patents on fabrics, the LAB. ON – hyperfocused on running, building running culture and ‘CloudTech’ technology. Satisfy with their own Atelier to develop custom fabrics, LSD run club etc. ‘’The rise of e-commerce and social media has democratised the process of product discovery and experience sharing. Consequently, the power dynamic is shifting. Brands have to place much more emphasis on creating and communicating the best product they can in order to distinguish themselves in a crowded market of worlds and narratives.’’ - There is no gatekeeping anymore – no need for big storefronts, fashion houses, institutions, specific degrees from fashion schools or contacts. You can build a brand from your scratch to multi digit revenue in 10 years – see Represent, Gymshark, even ON. The flip-side, democratisation has seen an influx of brands, and therefore the above info is vital in order to navigate and be successful. https://lnkd.in/euhvNUB3

Good Brand Matters: A brand relationship through storytelling and experience that feels transformative Embracing the wisdom of #SethGodin, the essence of branding is crystal clear. If Nike were to venture into the hospitality industry, we could easily envision the kind of experience they would deliver. Conversely, if Hyatt were to launch a line of footwear, the outcome would remain an enigma. This disparity arises from Nike's ownership of a distinct brand, while Hyatt predominantly possesses real estate. For a business to evolve into a brand, a covenant must be forged between the product and the consumer. This entails a pledge regarding the product's essence and the value it offers, transcending mere cost considerations. In the development of renowned brands, four pivotal consumer segments have been serviced: 1. Connoisseurs, valuing provenance and refinement, are averse to settling for cheaper alternatives. Their discernment and appreciation of authenticity elevate the intrinsic worth of the genuine article. Take the example of Cayce Pollard from Gibson's 'Pattern Recognition,' who exclusively dons an authentic MA-1 jacket, resonating with a narrative steeped in sensitivity, origin, and authenticity, rendering the $675 price tag justifiable despite the availability of knock-offs at 10% of the cost. 2. Community You are buying into a sense of belonging, lifestyle, transformation. Individuals driven by association, ‘let that magic rub off on me’, identifying with the ethos of 'people like us do things like this.' These consumers are cognizant that their peers will recognize the intangible allure of the products they wield, solidifying their societal standing. It affirms our ‘aliveness’ and our expression of self. 3. Found the intestinal fortitude to play a longer game. There are shortcuts everywhere, corners that can be cut, profits that can be taken. Once you get a small head start, you can license your name to others. You can cash out with a vodka or an affiliate deal of what sort or another. Often a race to the top ends in a race to the bottom. 4. Brand Quality and personality lasts because it stands for something bigger than the product or service. The brands that matter are voices that choose to matter. Voices that make assertions on behalf of their users. Who market with people, and for them, not to them or at them. In essence, the transition from product to brand hinges on articulating a distinctive promise, fostering an enduring connection with the consumer, and transcending the realm of mere transactions Transformative not Transactional “work that matters for people who care.” I love bringing brands to life. #brandpersonality #brandstrategist #brandsuccess

At the start of 2024, Apple was named the world's most valuable brand, with a value of $517 billion. This marks a 73.6% increase over the previous year. It's worth noting that U.S. brands made up six of the top 10 and 51 of the top 100 most valuable brands. However, other countries also have their claims within the top 100 brand rankings. According to Brand Finance's annual rankings, here are the most valuable brands by country in 2024, looking at a dozen different countries. It's important to mention that this data is related to the value of a brand, specifically, as opposed to more general measures of value such as market cap. Generally speaking, brand value is calculated by looking at the strength of the brand itself (through investments, equity, and performance), as well as its attributable revenues within a company. For a more detailed breakdown, check out the Brand Finance report directly. The infographic below was initially published on February 2, 2024 on www.visualcapitalist.com and is reproduced with their permission.

In today's fast-paced and competitive business landscape, establishing a strong brand identity is essential for success. However, relying solely on a single brand strategy may limit your growth potential and leave you vulnerable to market changes. That's where brand diversification comes into play—it allows you to expand your reach, mitigate risks, and ultimately, elevate your brand's presence.