Over the past couple of months I have ben writing on brands for a number of publications (which goes part of the way towards explaining why posts on this blog have dropped off) including a relatively new specialist magazine in South Africa called Brand.
I write a column for Brand called Brand Tools which looks at the best and latest in brand and business theory and how it can be applied to the real world management of brands. Space restraints prevent me from going into too much detail so the column is primarily an introduction to the theory and its application.
In the first column, I wrote about Kevin Lane Keller’s Customer Based Brand Equity Pyramid which is an excellent basis for much thinking about how brands should be positioned and communicated in the market.
After that I wrote on transmedia planning and co-creation which represent some of the foundations for the development of brand strategy in the digital realm.
The next one, which has yet to be published, will look at Synovate’s new brand research tool, the Brand Value Creator, which takes a more holistic view on how brands and their performance should be researched.
All the articles are posted on the website of Sagacite Brand Agency, where I work, in the section titled “Thinking”.