How does a brand tackle a new venture, overcoming negative perceptions, as well as maintain existing business without brand damage?
To create certainty for their employees and customers, brands need to connect to their values and build a vision upon them.
A brand needing to carve out positioning in the market that shows the value and the expertise that competitors can’t copy.
Contemplating moving to a new positioning in the market is risky for any business.
Sometimes an established, well recognised brand can cause problems for its business. If the brand is not properly aligned to the business’s purpose or values it can often cause a ‘disconnect’ with its potential customers.
