Brand Strategy – Higher At Work

Developing a compelling Brand story: A case study

In

Three months ago, a potential client came to me with a concern that many established brands share. They needed to plan their marketing mix for the coming year and felt they did not have a clear understanding of their ideal customers and brand positioning. There was some frustration as an [...]

Developing a brand strategy that sees the light of day!

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A brilliant strategy is useless if your team and leadership do not rally behind it. As a brand owner, your priority is to build a powerful brand that helps increase market share, premiums and build customer loyalty as well. But it is easier said than done. You face multiple challenges [...]

Why sustainability marketing is not working for Indian customers.

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Indian customers do not buy sustainability.They buy convenience and savings. We’ve spoken at length to a large number of customers about sustainability. While this is usually in relation to the category we are working on, certain common themes emerge from hundreds of conversations with customers across categories. https://videopress.com/v/PDyGQjby?resizeToParent=true&cover=true&posterUrl=https%3A%2F%2Fhigheratwork.com%2Fwp-content%2Fuploads%2F2024%2F02%2Fsustainable-customers-_mp4_std.original.jpg&preloadContent=metadata&useAverageColor=true Indian Customers [...]

27 Dec

All Purchases are Emotional

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Like most decision making, our purchasing behaviours are driven by emotion. This is true even in categories that are seen as purely functional, or the dreaded ‘commodity’ type! Even when the product benefits for the customer seem purely functional, there is an emotional payoff that he receives from that functional [...]

7 Dec

Customer Journeys: Bane or Boon?

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All marketers talk of customer journeys. They are immensely useful to design effective solutions for different customer groups at various touch points. When understood well, customer journeys can help effectively deploy marketing budgets and activities to achieve business objectives. Deep insights into customer journey can help us understand various need-gaps [...]

27 Nov

Humanising Brands is crucial to Brand Strategy

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Brand Personality can provide the key to an effective marketing strategy. It is often thought of as a fuzzy 'tone and manner' concept that only the creative and content teams need to work with. What many marketers miss is how powerful and useful a tool it is to plan all [...]

21 Nov

The Art of Effective Brand Positioning

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A Brand gets positioned in the minds of customers, whether we actively work on it or not. The positioning defines its place in the minds of consumers and shapes its trajectory. It would then make sense to go about it with some conscious deliberation rather than leave it to chance! [...]

16 Nov

How to identify your target customer segment for marketing

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In the last few blogs we have been exploring the idea of using insights to develop winning strategies. In continuation of this series, today we delve into an approach to defining your target customer. In the last blog we argued that focusing on select target customer groups and understanding the [...]

15 Nov

The importance of focussing on select target customers

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In the world of marketing, it's often assumed that the larger your target audience, the better your chances of success. However, this is a misconception that can lead to wasted time, resources, and ineffective marketing campaigns. The truth is, a broader audience makes it more difficult to identify the target [...]

14 Nov

Why customer insights matter to brands

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Steve Jobs rejected customer research, as we are routinely reminded in social media posts every few months. We watch his video dissing market research and read his articulate quotes about how customers don't know what they want. Perhaps this approach worked for Steve Jobs. It may have been his genius, [...]

Category: Brand Strategy

Developing a compelling Brand story: A case study

Developing a brand strategy that sees the light of day!

All Purchases are Emotional

Customer Journeys: Bane or Boon?

Humanising Brands is crucial to Brand Strategy

The Art of Effective Brand Positioning

How to identify your target customer segment for marketing

The importance of focussing on select target customers

Why customer insights matter to brands

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