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Brand architecture remains one of the most complex components of brand strategy. Throughout traditional B2B business, organic additions to both…
Brand research is incredibly important for discovering the truth between what you want your brand positioning to be and what…
BrandMatters' Director of Brand Strategy, Kylie McNamara, discusses the biggest challenges for B2Bs in measuring their performance.   While brand…
BrandMatters' Director of Brand Strategy, Kylie McNamara, discusses what simple steps businesses can take to gain understanding of their customers.…
BrandMatters Managing Director, Paul Nelson, discusses the need for businesses to refine or redefine their brand narrative in COVID-19 times.…
As the pandemic continues to transform markets and reshape the allocation of budgets, it appears that more accountable marketing is…
Over the course of the past few months, the world has seen an enormous shift in the way consumers live,…
One of the core purposes of a brand portfolio strategy is to help customers navigate the scope of a company’s…
Optimal brand architecture ensures that the brands that exist in an organisation’s portfolio are consistently adding value to justify the…
Marketers have known for years it’s not just what you do, it’s how you do it. And the key to…
Pivot.         Extension.          The new normal.  As the everyday vernacular of our crisis…
We’ve come a very long way since the time Lord Leverhulme famously lamented: ““Half of the money I spend on…
Making business decisions in times of uncertainty is difficult and disconcerting. The economic stakes are extremely high right now and…
Right now, markets are anxious and unstable. Competitors are confused and unpredictable. It’s a COVID world and the need to…
During the last 6-8 weeks, we’ve had a number of clients and prospects seeking our assistance as they attempt to…
For many businesses, the Covid crisis has necessitated a reduction in human resources across the board: client facing, back office,…
“As a small business without the marketing expertise or the time to drive it, it’s very hard to proactively focus…
6-point checklist for brands in managing a crisis. As Winston Churchill famously quoted "Never let a good crisis go to…
Protecting employees and their safety is paramount for all organisations in this current crisis. It will take strength and commitment…
In this crisis, very few organisations will be unaffected. What is now important is how brands react and how they…