blog.
Impacts that matter: Connecting through powerful archetypes.
Impacts that matter: Connecting through powerful archetypes. Category: Brand Communication | Brand Culture Author: Anders Braekken. Carl Gustav Jung was a groundbreaking Swiss psychiatrist, psychoanalyst and more, who founded analytical psychology, best known for his…
Impacts that matter: Connecting through values.
Author: Anders Braekken. In a world that is becoming more interconnected and socially conscious, brands and businesses must increasingly align their practices with the values that resonate most deeply with people. Companies are no longer judged solely on their…
From ethics to earnings: The value of creating impacts that matter.
Author: Anders Braekken. In today’s rapidly evolving business environment, success is no longer defined solely by financial performance. Companies are increasingly evaluated by their ethical standards and their ability to make meaningful societal impacts. The…
The brand as your most powerful asset.
Author: Anders Braekken. In a frantic and volatile business landscape, brands have emerged as powerful assets that hold immense potential for driving growth and establishing a distinct market presence. However, realizing and capitalizing on this potential requires…
The trust dilemma: The case for brand authenticity.
Author: Anders Braekken. In an era characterized by relentless skepticism and an incessant onslaught of advertising messages, the art of building trust with consumers has reached new levels of challenge and complexity. The modern consumer is increasingly vigilant,…
Leveraging micro-moments in brand communications to generate macro-impacts.
Author: Anders Braekken. In today’s hypercharged digital landscape, brands must adapt to the dynamic behaviors and expectations of consumers – the battle for momentarily attention. A critical aspect of this adaptation is understanding micro-moments, and their…
What is your story: The power of the message house.
Author: Anders Braekken. In the noisy landscape of brand communication, the ability to generate personalized messages and engage in meaningful conversations with segmented audiences is paramount. It is within this context that the message house emerges as a…
Mastering go-to-market strategies: Building brands that thrive.
Author: Anders Braekken. In today’s fast-paced and overpopulated brand landscape, the mastery of go-to-market strategies becomes the cornerstone of success and dominance. These strategies encompass a symphony of interconnected elements that orchestrate product or…
An ode to C.K. Prahalad and Gary Hamel: The core competence of the corporation.
Author: Anders Braekken. In 1990, C.K. Prahalad and Gary Hamel, two visionary thinkers in the field of strategic management, shook the business world with their groundbreaking Harvard Business School article, “The Core Competence of the Corporation.” This seminal…
Customer segmentation: Driving brand love and growth through personalised conversations.
Author: Anders Braekken. In today’s over-crowded business environment, customer segmentation is paramount in fueling brand love and growth. By slicing through the diverse customer base and sorting them into distinct segments based on their shared characteristics,…
Personalized brand experiences is not a nice-to-have, it is a must-have.
Author: Anders Braekken. In today’s digital age, consumers expect more than ever before from the brands they choose to engage with. Personalization has become a key differentiator in the competitive landscape, with consumers increasingly demanding tailored…
The quest for brand awareness: Relevance, differentiation and preference.
Author: Anders Braekken. In today’s crowded marketplace, sustaining your brand awareness is crucial. Brands must strive to be relevant, differentiated, and preferred by their target audience on an ongoing basis. Achieving these goals requires a strategic and…
8 golden rules for brand mergers and acquisitions.
Author: Anders Braekken. Mergers and acquisitions (M&A) can be a valuable strategy for brand growth and expansion. However, the success of these deals depends heavily on strategic planning and execution. Here are eight golden rules for brands considering a merger…
Culture eats strategy for breakfast: Why brands must prioritize culture in growth and transformation.
Author: Anders Braekken. As Peter Drucker once famously said, “culture eats strategy for breakfast.” This sentiment holds true not only in the realm of corporate management, but also in the world of brand growth and transformation. Simply put, a strong and positive…
Core competencies drive brand performance.
Author: Anders Braekken. Building core competencies is essential for brands looking to establish a strong position and thrive in the marketplace. A brand’s core competencies are the unique strengths and capabilities that set it apart from its competitors and enable…
10 benefits of a related brand diversification strategy.
Author: Anders Braekken. A diversification strategy can help a brand stay relevant, reach new customers, and create new revenue streams. It can also provide protection against market volatility and economic downturns. However, diversification must be approached…
Your brand needs a mission statement.
Author: Anders Braekken. A mission is not just a bland statement of a company’s purpose or goals; it’s a bold, inspirational declaration that encapsulates the heart and soul of the brand. It’s a rallying cry that inspires and motivates employees, customers, and…
Planet-friendly brands.
Author: Anders Braekken. As consumers become more aware of the impact their purchases have on the environment, brands are starting to realize that being planet-friendly is no longer a nice-to-have, but a must-have. In fact, being eco-friendly can even be a…
Purpose-driven brands.
Author: Anders Braekken. Purpose-driven brands are not a new concept. In fact, companies have been using their purpose as a way to differentiate themselves and build a strong brand for decades. But in recent years, the importance of purpose-driven branding has become…
People-centric brands.
Author: Anders Braekken. The business world has undergone a massive transformation in the past decade, with the rise of digital technology and changing consumer behavior. In this fast-paced and ever-changing environment, brands need to be nimble, flexible, and…