
Audacity
200 FOLLOWERS
Mark Di Somma's Upheavals Blog offers commentary on brands and brand strategies in a shifting and social world. Mark Di Somma helps brands find exciting and creative ways to shift brand awareness, increase value, build brand culture and cement brand loyalty.
Audacity
2w ago
Reading Time: 5 minutesToday, as people work together in a range of configurations, the implications for culture are complicating. We’ve been thinking about this in terms of how these evolving arrangements affect brand culture. Increasingly, we believe organisations with devolved and distributed workforces are going to need to function less as a singular brand culture and more as […]
The post From brand culture to brand delivery community appeared first on The Audacity Group ..read more
Audacity
2w ago
Reading Time: 7 minutesDespite appearances, brands are complex. They exist to be quickly and easily recognised, and yet the work required to make them perform effectively is considerable and diverse. So how do you know if your brand is up to scratch? Here are the elements we recommend you include on your Brand Report Card. The purpose of […]
The post 15 success elements to include on your Brand Report Card appeared first on The Audacity Group ..read more
Audacity
3M ago
Reading Time: 6 minutesIf you’re responsible for growing a brand, what are you trying to achieve? What does success look like? Some measure awareness. Others look at penetration. Or campaign results. But here are the five success criteria for brands that we look to use to judge progress over time and for proving brand effectiveness. Our five success […]
The post Proving brand effectiveness: Five success criteria for brands appeared first on The Audacity Group ..read more
Audacity
3M ago
Reading Time: 6 minutes Even the phrase “brand story” implies one thing. A single artefact. But the story of a brand comes together in more than just one piece of text. Telling your whole brand story is cumulative: a series of stories, told in different ways, to different audiences. In point of fact, the best brand stories are an […]
The post Telling your whole brand story appeared first on The Audacity Group ..read more
Audacity
4M ago
Reading Time: 6 minutes There’s a temptation to believe that the sheer logic of a good decision will sway the crowd; that if you make a good case and present it in an inspiring way, you’ve done everything you need to for that idea to gain instant uptake in an organisational culture. We’ve yet to see that happen successfully. […]
The post Motivation: Step 4 in activating a purposeful culture appeared first on The Audacity Group ..read more
Audacity
4M ago
Reading Time: 12 minutes The purpose of a brand positioning strategy is to identify the particular place in the market you want to dominate and where you can best deliver value. To do that, you need to mean something specific to customers. And to establish clear space between where you are and where others sit in the market. This […]
The post How to develop a brand positioning strategy appeared first on The Audacity Group ..read more
Audacity
4M ago
Reading Time: 6 minutes Brand story has two distinct roles: it forms the basis for the different levels of narrative you unfurl over time to your audience; and it acts as the “brand in your head” reference point internally. The key to success is structuring your storylines so that they incorporate all the classic elements of good storytelling. Any […]
The post Great brand storytelling is all about structuring your storylines appeared first on The Audacity Group ..read more
Audacity
4M ago
Reading Time: 3 minutes The purpose of brand strategy is of course to envisage a future for your brand: to project beyond current circumstances to where your brand might be. But, in terms of actually setting timeframes for your strategy, how far ahead should you be thinking? An important decision Every brand strategy is a speculation – an attempt […]
The post Setting timeframes for your strategy appeared first on The Audacity Group ..read more
Audacity
4M ago
Reading Time: 11 minutes Before you make changes to how you express your brand verbally, it’s important to understand how you talk now, how others speak and how customers think about what you offer. A brand language audit will help you accomplish all that. It’s the first step to understanding why – or even if – your language should […]
The post Your guide to a successful brand language audit appeared first on The Audacity Group ..read more
Audacity
4M ago
Reading Time: 3 minutes You have a brand, whether you realise it or not. It may not be the brand you want, or even the one you thought you were – but it is a brand, nevertheless. It represents how you are understood by the market, buyers and your own people. To consciously change or build that understanding, you’ll […]
The post How to decide if you need a brand strategy appeared first on The Audacity Group ..read more