Kelvin has spent many years leading marketing and brand management with financial services giants but now works as a freelance marketing consultant with a strong passion for brand development. At Bronco he is involved with a variety of writing projects from content to advertising and press releases.
Most of us don’t think about the value of our brand, we just know that we damage it if we get something wrong, and building it can seem like something of a black art. The Coca Cola Company is often seen as the forefather of brand management, fiercely protecting its trademark, its designs and even […]
So far I’ve concentrated on the real world aspects of branding. I’ve discussed all those touchy feely bits and sumarised them as: Brilliant customer focus An obsession with staff engagement Consistency that doesn’t get in the way of innovation That’s all very well, but I’m writing on Dave Naylor’s site and as we know Dave’s […]
It has been a while since I last wrote about branding, about the tripartite relationship between customer, business and staff, and the need for consistency in an ever changing world. During the time that has passed I have been considering various potential case studies of a business that I believe to demonstrate the essential elements […]
What do your people do for your brand? Just before Christmas I got all heavy and suggested that your customer has greater ownership of your brand than the business itself does. Now I’ll add insult to the injury by contending that the next biggest influence on your brand is your people. You know, those delightful […]
By the end of the month I’ll be back with my next branding post, this time looking at the value of the internal brand, but this last few days has had me thinking a lot about confidence. It’s fair to say that a combination of over confidence and a feeling of invulnerability got the countries […]
Are you in control of your brand? Most of us like to believe that we are… In my first post a few weeks back I wanted to whet your appetite a bit, stimulate a few thoughts on what you’re prepared to pay more for and whether you are influenced by brands. This time around I […]
[Editors Note: This will be the first of an occasional series of blogs looking at marketing, planning and branding both on and off line from one of our writers, Kelvin Collins. Kelvin has spent many years leading marketing and brand management in financial services giants such as HSBC, The Co-operative and M&S Money. He now […]