The Brand Book 2021
2020 has been a once in a lifetime experience for everyone.
2020 was a forcing function for change.
2020 impacted hundreds of thousands of businesses, some have scrapped, some have just about survived and others have thrived.
The 2020 Challenge
Companies have had to reevaluate who they are, what they offer and how they make their customers happy while working with less staff and more constraints.
Many smart brands pivoted quickly and went directly to consumer, a number of brands struggle to shift online and really hit their bottom line.
Unfortunately, some industries will feel the impacts for years to come.
Challenge For Consumers
The customer has also been forced into a series of difficult situations, reliance on online shopping, forcing generations to rely on online shopping and mobile ordering, higher wait times for deliveries and stores shut for long periods of time causing a habitual shift from even the most loyal fans.
Brands have had to step up, become more flexible, more original, more experimental, this has seen a decade of change in under a year and that led to a huge change and in many markets more competition with more aggressive pricing, with large competitors going D2C.
Brands in 2021
Brands have a difficult 2021 ahead, however, brands and companies have a great opportunity to refresh, re-energise and create deeper relationships with existing customers and mean more to potential new customers.
The Brand Book 2021
All these are important factors in why I interviewed six brand leads, I wanted to ask a series of questions to help CMO’s, brand leads, start-up execs and founders to build better brands, leading to better products and better customer experiences.
Read as a magazine on Issuu below:
The seven brand book questions posed were:
- What does Brand mean to you?
- Why do you think Brand and Marketing is often misaligned?
Or are the two misunderstood? - Which brand do you think just gets it and delivers their brand every time?
- What is the best piece of (brand) marketing you have seen over the last twelve months?
- Brand Marketing is going to get harder with more brands fighting for our hard-earned money for the much desired short term results, what are two brand tactics that will get the best cut through?
- What is the best piece of advice you would give to struggling brand managers getting cut through currently?
- What are the three actions for brands looking to gain cut-through right now?
Helping You In 2021 & Beyond
In the Brand Book 2021, you will find seven questions answered and a number of new questions to pose internally and develop out your offering, including:
- Do you have Brand respect?
- Do you own the cognitive brand space?
- Do you regularly make it onto customers lists?
- Is your brand part of your flywheel?
- Is your brand high or low frequency?
Download the full list of questions as a worksheet
If you would like a PDF copy of the Brand Book 2021, happily reach out on LinkedIn.
A huge thanks to: Harry Lang, Sophie Grieg, Simon Swan, Anna Brook, Pierre Dadd & Julia Rast for answering the series of questions.
