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

Author

Listed:
  • Jones, Mark

    (ImpactInstitute Pty Ltd, Australia)

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.

Suggested Citation

  • Jones, Mark, 2022. "Operation brand story: How to fix a broken brand when customer beliefs shift and brands do not," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(3), pages 234-242, January.
    • Handle: RePEc:aza:jbs000:y:2022:v:10:i:3:p:234-242
    as

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    More about this item

    Keywords

    brand strategy; customer insights; marketing; storytelling;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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