Operation brand story: How to fix a broken brand when customer beliefs shift and brands do not

Mark Jones
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Mark Jones: ImpactInstitute Pty Ltd, Australia

Journal of Brand Strategy, 2022, vol. 10, issue 3, 234-242

Abstract: Customer insights underpin effective brand strategies and help organisations differentiate. However, research and data gathering takes precious time, money and resources. In many cases, brands facing disruptive pressures such as healthy competition, emerging technologies or rapidly changing customer needs are unable or unwilling to give brand strategy the time and space required. This paper outlines a unique, practical approach that helps leaders address these issues. It specifically addresses brands that consumers regard as broken, irrelevant or of no value.

Keywords: brand strategy; customer insights; marketing; storytelling (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2022:v:10:i:3:p:234-242

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