How to avoid the pitfalls of a diluted brand strategy in a conglomerate

Driving your brand's point of difference When you work for a large organization with many sub-brands, where people tend to cycle through brands as part of career advancement, it's a fact that brand differentiation becomes hard to maintain. As a result, an evermore connected, knowledgeable and demanding customer, will become less duped and seek out different solutions outside…

Business model transformation – Interview with Olivier Gimpel CMO at @3Suisses – a view from inside (MDE121)

Minter Dialogue Episode #121 — This interview is with Olivier Gimpel, CMO of 3Suisses, which is owned by the German Otto Group. Over the last year, 3Suisses, one of the leading catalogue companies in France (also selling in Belgium, Russia, Ukraine and Czech Republic), has undergone a total transformation, abandoning its paper catalogue to go 100%…

The Brand Illusion – Where has branding gone wrong?

In recent discussions, I have found that there is a good deal of cynicism about the notion of branding. As companies continue to plough head and shoulder into the digital transformation 'project', the issue of company culture inevitably becomes front and central. As companies and brands look to "engage" with their customers to create "authentic experiences"…

Is it true that the best brands are technology companies or have technology inside?

Institute CSA & Havas Media Brand Study in France In a newly released annual survey from France -- created by the Institute CSA on behalf of Havas Media -- that identifies the top brands present in the lives of the French, there were a number of major shifts, demonstrating in my mind, how branding has been…