Energise Your Brand

Is your brand running out of energy? In the current economic climate that is hardly surprising. But it doesn't have to be that way. That's according to an insightful study reported in this month's Strategy+Business.

The authors note that, even though stock markets have put greater value on brands since the 1990s, consumers in the UK and USA are placing less trust in brands and are proving less loyalty. We have seen much the same thing in our research in Ireland - both qualitative and quantitative.

But those brands that have concentrated on raising their energy levels (the top right hand box in the graph from the study) have demonstrated that brands can still differentiate positively for both consumers and brand owners. And doing so in a recession just might be the thing that ensures your survival through to the recovery.