harvey-fuchs

Brand and branding definition – why they are important but different

January 15, 2019

We help people understand and define what their ‘brand’ stands for, who it most appeals to and on what basis that appeal represents something different and better. But, what do we mean by brand? Many people confuse the terms brand and branding, so to clarify think fish and fishing. The brand is the entity, the… Continue Reading Brand and branding definition – why they are important but different

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How a brand strategy helps the marketing effort

January 15, 2019

From brand guidelines to messaging and communication style A brand strategy defines the essential components of the brand offer and the competitive environment. It also provides a constant reference to what the brand stands for and informs the way it should look and feel. These issues should be defined, explained and managed through ‘rules’ set… Continue Reading How a brand strategy helps the marketing effort

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Brand positioning is at the heart of brand strategy

January 14, 2019

A properly thought-out brand strategy defines, who you are, what you do and why your products or service offers superior value to customers. It is an essential business tool that should be a central part of any organisation’s business and marketing strategies. At the heart of the strategy is the positioning statement. Specifically, it identifies… Continue Reading Brand positioning is at the heart of brand strategy

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How a brand strategy helps deliver sustainable competitive advantage

January 14, 2019

To succeed in today’s competitive markets sustainable competitive advantage is vital. A clear brand strategy helps create this and ensures that everyone in the organisation understand the brand and its offer. This includes the objectives, the brand promise and the specific attributes that support it. For example, product, service or performance features and / or… Continue Reading How a brand strategy helps deliver sustainable competitive advantage

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Harvey Brand Strategy's strategic and creative insights and market appreciation were essential in the development of a powerful brand strategy and clear direction for marketing and business strategies. I would recommend them to anyone considering a strategic review.

Andrew Todhunter, CEO and President, Proponent (previously Kapco-Global)