Brought to you by Gavin Birchall
With all of the rapid fire, hustle and bustle of modern brand activation it is no wonder that people talk about pivoting a lot. The pressure to deliver growth on shorter and shorter timescales combined with the captivating but ultimately distracting communication options is causing many to lose track of what they are doing and pivot way too much and in the wrong way.
Let’s confirm what is is to pivot and then we’ll move onto when it’s helpful and when it really isn’t.
Brought to you by Gavin Birchall
Having recently spent two solid days manning an exhibition stand I had plenty of time to think. Surrounded by around 360 other exhibitors’ stands my mind naturally turned to branding. The relative merits and slip ups were too tempting to ignore. Obviously it would be poor form to use specific examples of brand identities that fell short and likewise I’ll let you decide what might work best .
Instead here are some key observations about brand identity that became very apparent over the course of my time in the alternative dimension of a national industry show.
Brought to you by Gavin Birchall
In an increasingly competitive market and with new challenges to pharmacy profitability popping up every week, it’s time to focus on what you can control. Surely it would be madness to focus on anything else?
Recognise, understand and manage your customer experience to give yourself a sustainable competitive advantage that will help you satisfy and delight your existing customers and win new ones.
Brought to you by Gavin Birchall
Branding and brand identity are often confused as being the same thing. In fact, brand identity is part of branding which is name for the overarching process by which organisations influence customer choice about which brand they use.
A brand is the customers experience of an organisation.
Branding is the process by which an organisation influences the customers experience through a wide range of actions.
Brand identity is a set of tangible, sensory assets that characterise the customer experience.
Brought to you by Gavin Birchall
There are so many urgent issues to deal with when a. starting a business, b. running a business or c. rescuing a business, that branding (and often marketing as a whole) is an area that is neglected. When faced with the workload associated with a long list of plans detailing actions to get the myriad parts of the whole operation working smoothly and profitably you could be forgiven for letting branding slip to the bottom or off the list completely.
Or could you?