Raquel Chicourel’s Post

Over the past two or three decades, we have seen the rise of the 'challenger brand' movement and content, helping small brands take on bigger brands. Having already been on both sides, I guarantee that managing a leading brand is as 'challenging'. Why? ⚔️ You're fighting the war on many fronts, everyone is trying to take you down. ⚔️ You can't pick on a small brand, or you'll be seen as a bully. ⚔️ As you get bigger, you become slower and more risk-averse. After all, you have much more to lose. A McKinsey study found that the average lifespan of S&P 500 companies was 61 years in 1958. Today, that number is below 18 years. They also predict that 75% of them will disappear by 2027. There are many things brands can do to stay alive but here are the three main things to look out for from the brand management perspective. 🎯 1. Get the fundamentals right. Stay close to the customers, know your advantages and double down on them, eg. economy of scale, double/triple jeopardy and SOV. Reposition or revitalise when the data suggests so. See an example from the tale of The Body Shop: https://lnkd.in/gjgwjQuz 🎯 2. Slow but steady wins the race. When a brand grows too fast, it doesn't get time to establish strong foundations and capabilities to juggle and tackle big challenges. See an example from the fall of BlackBerry: https://lnkd.in/gZAXpgNj 🎯 3. Diversify. Explore new categories by launching a sub-brand or brand extension, so that it can become a challenger or disruptor brand again. A great example of this is how Amazon's Prime Video is now taking on Netflix: https://lnkd.in/gavV3U5b Managing a challenger brand is exciting, but managing an established brand will definitely challenge you. #brandmanagement #brand

Protip: Use this guide to build your brand🔥 Good brands take time, there is no way around that. They take commitment, research, adjustment and a willingness to be bold and get in front of eyes. But the payoff to the process, if done right, can be a sort of simplistic timelessness. A seamless blending into the background of everyday life. Classic examples like: → Coca Cola → Nike → Apple None of these brands popped up over night. They pivoted, rebranded and committed to a plan over time. — → I’m Josh and I build brands online. → Let's connect and ignite your narrative🔥

Ever wondered what sets brands like Starbucks, McDonald's, VW, and Coke apart from the rest? It's a masterful blend of art and science, a relentless pursuit of innovation grounded in core values, and the ability to carve a unique niche in a bustling marketplace. As we unveil our latest blog, dive deep into the world of brand building and discover how these titans became synonymous with excellence and innovation. Learn the secrets behind crafting a remarkable brand identity, and how finding your unique niche can be your ticket to standing out and scaling up in your industry. 🔗 https://lnkd.in/gfM7JnmS #BrandBuilding #Innovation #FindingYourNiche #ScaleUp #MarketLeaders #BrandIdentity #CreativeStrategy

What does brand purpose mean to you? Two interpretations stood out to me: It's everything we do and it can change. ⚫ Kathryn (Sheaffer) McKeon, Vital Farms CMO says "We don’t actually define it as ‘brand’ purpose. It’s our entire company’s purpose, and it has to show up in everything we do. Everything. And that’s really central to a meaningful purpose." ⚫ Terence Reilly, Stanley Global President says "Many may think that a brand’s purpose is a constant and can’t change, but I believe that it can and should evolve to respond to the needs and values of your consumers and society." Do you think brands should be open to evolving their purpose as the world and consumer expectations change? Or do you think brands should maintain their core brand, think Nike and Apple? #brand #brandstrategy #branding #marketing #marketingstrategy #brandpurpose https://lnkd.in/gvaKkJmB

An Observation About Some of the Best World-Class Brands In business, some brands rise above the rest to achieve world-class status. What sets them apart? It's not just their products or services; it's their unwavering commitment to values and purpose. Take a moment to reflect on brands like Apple, Nike, or Coca-Cola. Beyond their iconic logos and exceptional products, they all share something profound: a compelling narrative and a dedication to a more significant cause. These brands have mastered the art of storytelling. They don't just sell gadgets, shoes, or beverages; they sell a vision, a lifestyle, a feeling. They've created a connection with their audience that transcends transactions. In today's world, consumers are not just looking for products; they're seeking meaning. They want to support brands that align with their values and beliefs. They want to be a part of something bigger. So, whether you're building a startup or managing an established brand, remember this observation. It's not just about what you sell; it's about why you exist. Craft your brand story with authenticity, purpose, and a genuine connection to your audience, and you're on the path to joining the ranks of world-class brands. What are your thoughts on the power of brand storytelling? Share your insights in the comments below. #Branding #BrandStorytelling #BusinessStrategy

Differentiator brands are not just surviving; they're thriving, boasting growth rates that turn heads with 📖 A narrative that resonates 💎 A value that's perceived as unique 🎩 An experience that transcends the transaction. Inspired by PwC's insightful analysis, I explore the spectrum of brands—from the hopeful newcomers to the established game-changers—and what it truly takes to climb the ranks. 🌟 Here's to the brands that do more than exist—they resonate, inspire, and lead. Send a message to me, so we can explore how to be the music to which the world dances, not just part of the noise. Read the full story here:

In a talk today at Cannes Lions International Festival of Creativity, Dr. Marcus Collins, author of "For the Culture," argued passionately that while the concept of a brand is evolving, branding remains crucial. Collins emphasised that brands are still vessels of meaning and are more important now due to increased market specifications. He cites Liquid Death's "death to plastics" campaign as an example of a brand creating a strong ideological connection. At Interbrand, we highlight five imperatives: #Identification, #Assets, #Experience, #Ecosystem, and #Leadership. Our Best #Global_Brands_study, running for 25 years, shows shifts driving growth. The 2023 ranking reveals a slowdown in brand value growth, attributed to a lack of growth mindset, weaker leadership, and poor forecasting. Brands sticking to one sector have slower growth. However, brands like the LEGO Group, Juventus Football Club, and Ferrari, which transcend their categories, are leading growth. Our recent #Arena_Thinking strategy focuses on human motivations rather than category norms, offering a solution to stagnation. Brands like Apple, Google, and Nike address multiple customer needs, driving massive market value. Apple, for instance, isn't just a tech company; it helps us Connect, Belong, and Thrive. Brands using Arena Thinking outperform their peers. Data shows those playing in multiple arenas see significantly greater growth. For example, Apple’s services division generated $55bn in profit last year. New brand approaches are emerging. Companies like IKEA, Amazon, and The Walt Disney Company build strong brands and then expand into new products and services. This strategy creates a robust foundation, allowing growth in multiple directions. Arena Thinking also helps brands defend, grow and leap - creating new opportunities to connect with audiences. By widening the competitive lens, brands can better anticipate challenges and seize new opportunities. For example, Ferrari taps into desires for self-expression and adventure, broadening its appeal. Ultimately, Arena Thinking isn't just about staying ahead in a single category but about creating a dynamic ecosystem that adapts to changing expectations and needs. Embracing this approach, brands can drive extraordinary growth and remain resilient in a rapidly evolving market. But importantlyas shown by e.l.f cosmetics, also on stage represented by the formidable Kory Marchisotto, it enables a connection that transcends aesthetics and moves to sharing purpose and meaning by enabling consumers to do more. #Brand_thinking #brands #idealogy

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.

As marketers, we should all bow down to Barbie. Tap below to get EVP, Client Partnership Peyton Sutton’s take on how Barbie isn’t just a movie – it's a master class in brand repositioning. 💖

How are advertising and a brand's narrative related? Are they at all? And why should you care? Where #advertising is typically more direct and #transactional in nature, focusing on short-term goals like increasing sales or promoting a particular campaign, brand narrative is about building a story around the brand's identity, values, and journey. It aims to create an emotional #connection with the audience, fostering long-term relationships and #loyalty. It's less about immediate sales and more about the overall perception and #positioning of the brand in the market. Brand narratives give depth and context to advertising, while advertising acts as a vehicle to express and #amplify the brand narrative. 📚 Nike's brand narrative is about overcoming adversity and achieving one's full potential. 📚 Apple's brand narrative is about innovation and creativity. 📚 Patagonia's brand narrative is about environmentalism and sustainability. So is it important that your advertising is aligned to your brand narrative? Absolutely! If they're not, you risk 1. confusion among consumers 2. dilution of brand equity 3. erosion of credibility 4. wasted marketing spend 5. challenges in brand differentiation What's your favorite brand narrative? Can you see a connection between their advertising and their brand narrative? Share your thoughts in the comments.. #mentorstorytelling #branding