5 Easy Steps to Improve Your Online Brand Reputation

Posted by Eilis Cope MCIM on February 15th, 2017

You’re going out for dinner, and want to try out somewhere different you haven’t been before – how do you decide where to go?

Today, such decisions are usually informed by online searches. In this example, we would take a look at restaurant reviews and choose one with high ratings and a good reputation. It’s a simple enough formula for the restaurant trade – but does the same thing apply to your enterprise?

Brand Strategies: Striking the Balance Between Centrality and Distinctiveness

Posted by Eilis Cope MCIM on February 8th, 2017

There is what is perhaps an eternal dilemma at play for companies in the process of developing a brand strategy. On the one hand they want to ensure their brands are central in their category – i.e. to be the brand most representative of its type (such as, say, Coca-Cola is to soft drinks, or McDonald’s is to fast food) – on the other, they want their brands to be distinctive, standing out from all the rest.