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Operation brand story: How to fix a broken brand when customer beliefs shift and brands do not
Journal of Brand Strategy,
10
(3),
234-242
(2022)
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
The full article is available to subscribers to the journal.
Author's Biography
Mark Jones is the Co-CEO of ImpactInstitute, an impact advisory firm in Sydney, Australia. His career in journalism, publishing and marketing has taken him from Australia to Silicon Valley, across the world, during the past two decades. A brand strategist, entrepreneur and speaker, he works with iconic brands, multinational enterprises and for-purpose organisations. Mark’s first book, Beliefonomics: Realise the true value of your story, was published in 2020 to help leaders simplify complex messages and connect with customers through the lens of belief systems. Mark believes storytelling is the single most powerful agent of change.
