Breaking ranks


Finding a successful brand formula and sticking with it brings short term success, but long term stagnation. Predictably, over time the formula becomes tired. It becomes harder to keep customers engaged and still harder to attract new ones.

Opinionated herds

Society and culture move ahead at warp speed now, compared to just a few years ago. This is fuelled for the most part by the hugely extended cohorts enabled by electronic media, mostly social platforms. Opinionated herds can have a powerful effect on brand success. Brands that are highly prized one minute can ride the rollercoaster from hero-to-zero in the blink of an eye.

Even in slower moving markets, unchanging brands will eventually fade into obscurity, falling victim to new and up-and-coming brands that feed on zeitgeist rather than the set menu.

Having stagnated: reached saturation point within a target group, even a reasonably successful brand needs to have new ideas about how the next growth spurt will be fuelled.

Challenging perceptions

Entrenched brands that break ranks so often re-invigorate their success.

One example of mould-breaking is the Financial Times newly inked deal with F1 team ROKiT Williams Racing. In one stroke of a pen, the FT has given its brand a whole new context and placed itself in front of a global audience of 500 million.

David Buttle, FT global commercial marketing director said:
“Aligning the FT brand with this high-performance, global sport will challenge perceptions about us and excite a new audience of potential readers.”

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