look beyond


  • Look beyond your industry sector for competition. Often consumers will be making the choice between buying jewellery, getting a new car or going on holiday.
  • If you can’t afford an expensive global advertising campagin, focus on your most important markets. You can return to new markets when you’ve got a larger budget.
  • Use design as a tool to make your brand more desirable and contemporary. Good design can reinvent your brand for a modern surface.
  • If your brand is in the dolldrums, look beyond your own products. You may need to revitalise the whole industry – make sure other stakeholders, such as retailers, are also doing everything they can.

Brand Strategy, Dec/Jan 2006 Issue 198


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