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The Resurgence of the Corporate Brand
Why the parent brand may be your most important investment
After two decades of watching marketers devote the majority of their energies, creativity, and dollars to product-level brands, we are now seeing a rapidly growing focus on parent branding. Previously relegated to the sphere of investor relations and corporate social responsibility, across industries there is now a new mandate to tell a story at the corporate level. Major companies, whether in B2B or B2C, are all stepping up their corporate brand building, reinventing this 1970s-era strategy, but for new reasons evolving from today’s new imperatives.April 22, 2013
From good to branded: Using immersive design to deliver a positive brand experience for British Gas
British Gas, the UKs largest energy supplier, and their bill content strategy and design partner, Lippincott, tell us the story of how they took an immersive design approach to re-designing British Gas’ single most important customer interaction in order to rebuild trust and differentiate the brand in a meaningful way.April 8, 2013
The New Customer-centric: How Delighting Consumers is More About Brand-led Innovation Than Following Customer Demands
Numerous mission statements are sprinkled with customer focus. Yet the brands we most admire are much more than customer-led. In the fact, the best brands embrace a customer centricity that allows them to be themselves, to influence how customers think and act, and to play to the specific strengths of their business. The goal posts for true customer focus have clearly moved. Learn what this means for how you grow your brand.April 1, 2013
Bringing Brand Stories to Life Through Design
Every successful brand has a story to tell, and that means each contains the essential ingredients of a compelling narrative. There is a hero, an audience, a conflict and, of course, a resolution to that conflict - an answer to the customer’s problem that is bigger than a simple purchase and is often more akin to a greater goal or mission. In this SensePerspective, we uncover the five key narrative elements of storytelling.January 25, 2013
A Movement, Not Just a Message
Senior partner and global director of strategy John Marshall and senior partner Dave Mayer provide their expertise and insights on the importance of internal branding efforts and how to best activate your brand from the inside out.January 25, 2013
The New Brand Steward
With the ever broadening role of the CMO, one of acting as a true brand steward and advocate within a company, many CMOs have been left in need of new tools and approaches. Senior partner John Marshall has identified five key questions and prescriptive guidance that can get assist CMOs in adapting to these new demands and how they can sharpen their skills.January 25, 2013
Building Winning Brands: Going Beyond Yesterday’s Approaches
The hyper connectivity and resultant upending of power relationships wrought by social media have certainly gained the attention of marketers. There isn't a CMO who doesn't have "social media strategy" at the top of his or her "to-do" list. Unfortunately, this new focus misses the mark. A bigger and different agenda is necessary, one that promises greater transformational consequences and implies even further broadening of marketing skills and roles. At root, the shift is not about how media has changed; rather, it is about how the tenets of brand building itself have advanced. Success lies in moving beyond the focal points of yesterday's marketing agenda–beyond communications, beyond consistency, and, yes beyond customers too–to embrace three new rules.October 11, 2012
Retail Banking: Designing and Implementing Client Experiences to Drive Profitability
Paying lip service to the customer’s needs is easy, but actually delivering a consistently positive client experience is the current challenge for banks that want to be end-game survivors. In this SensePerspective, we describe exactly what client experience is, why banks’ increased focus on it is critical in today’s marketplace and how to design and implement an improved client experience with efficiency and profitability in mind.August 1, 2012
Don’t Just Say Something, Be Something.
For the third year running, we have surveyed 5,000 UK consumers to learn how major brands are performing on the two critical dimensions of brand building today: their story power and experience power. This year, to add to that consumer view, we have also worked with The Chartered Institute of Marketing to survey 100 senior marketing practitioners across B2B and B2C; we wanted to hear from the inside what marketers are doing to create that story power and experience power, what they are struggling with, and what makes the leaders stand out.June 19, 2012
Brand’s Impact on Shareholder Value
In any economic environment, few would question the importance of building and managing a strong brand. Companies are looking at ways that brands can contribute to value growth—shifting customer demand, protecting price premiums, extending to new markets, and attracting talent and capital. Given the value of all these strategies, brands can represent a significant impact on capital market expectations of future growth.
Lippincott has completed research for several clients, analyzing publicly available information on measures of financial and non-financial performance. We have found that about one-third of current shareholder value is impacted by the brand.January 7, 2011