HOW TO CREATE AN ELEVATED BRAND LIKE MINT VELVET

The Three Key Elements Of An Elevated Brand

Last weekend I spent the day in Chichester, ostensibly to start my Christmas shopping; but truth be told looking for cosy but indulgent lounge wear. I spent a happy half an hour checking out one of my favourite brands, Mint Velvet, whose winter marketing campaign I love.

HOW TO CREATE AN ELEVATED BRAND LIKE MINT VELVET

As I rifled through the cashmere jumpers and lace backed camis, this got me wondering why I was prepared to pay premium prices for items I could easily get in other shops for less. The answer was brand. Mint Velvet has created a brand that speaks to me and my aspirations. Here’s why.

THE JOHN LEWIS ADVERT, A MASTERCLASS IN CHRISTMAS BRAND POSITIONING

“Imagine being in charge of the John Lewis Christmas advert? The whole nation’s Christmas spirit rests on your shoulders,” wrote one Twitter user earlier this month. This comment sums up how the launch of the John Lewis Christmas advert has become an eagerly anticipated event in the British calendar, and is widely regarded as a masterclass in Christmas brand positioning.

This year’s annual campaign didn’t disappoint as evidenced by the overwhelmingly positive social media reaction to the touching story of Joe and Moz. The owner of his very own trending hashtag , #MoztheMonster is the star of this year’s campaign, along with the obligatory cute child and the now-traditional classic song covered by a modern artist, this year featuring Elbow’s rendition of The Beatles’ Golden Slumbers.

HOW TO RUN AN AUTUMN SALES CAMPAIGN LIKE THE WHITE COMPANY

5 Easy To Replicate Ideas To Freshen Up Your Marketing

September 22nd marked the official start of Autumn; the natural world is definitely changing with crisper air, the tinting of the trees and ripening of autumn fruits. The new Autumn sales campaigns have enticed me to splurge on new workwear.

How To Run An Autumn Campaign Like The White Company

For some businesses, the slow pace of summer meant low sales in July and August; and even a summer slump. This means making higher sales in the fourth quarter of the year to offset the losses. In fact, for many businesses, the fourth quarter of the year is the most important time of year. The National Retail Federation reports many small and medium-sized retail businesses do between 20 and 40% of their annual sales in the last two months of the year.

ELEVATING MY BRAND (PART 2)

How I Styled My Brand

In Friday’s article, I explained the strategic thinking behind my brand makeover. You’ll have noticed that the seven factors I considered are all key elements of any good business plan.

ELEVATING MY BRAND (PART 2): How I Elevated My Brand

These are also the factors that any good graphic designer will take into consideration when helping you create a new brand identity. Leaping into selecting a new colour palette and fonts, designing a new logo, or commissioning a website may sound like fun. But starting there, without thinking through your strategic intent, is a fast track to frustration, wasting money and having to go through an entire re-branding process. 

SCENARIO PLANNING IN AN UNCERTAIN WORLD

How Small Businesses Can Best Respond To The Global Challenges Ahead

On 17 January, the UK’s Prime Minister, Theresa May, delivered a major speech on her plans for leaving the E.U. For the first time, she has confirmed clearly and unequivocally that she will not to try to preserve membership of the European single market. Instead she hopes to conclude a deal with the rest of the E.U. that will still give business the access it needs to trade with the rest of the continent without barriers, tariffs or any new obstacles.

Scenario Planning In An Uncertain World

Given the uncertain world businesses are operating in, I thought it was the right time to look at how scenario planning will help you navigate this uncharted territory. But before we get into scenario planning, let’s spend a minute reflecting on what we do and don’t know about what’s going on in the external environment.

AUTUMN STATEMENT AT A GLANCE

The Guardian
24 November 2016

Philip Hammond delivered his first Autumn Statement as chancellor on 23rd November. These are the key points, together with political analysis.

Key points to note are that Philip Hammond said growth is expected to be 2.4% lower over the forecast period after Brexit. The Office for Budget Responsibility has forecast economic growth of:

  • 2.1% in 2016 – down from 2% it forecast before the EU referendum
  • 1.4% in 2017 – down from 2.2%
  • 1.7% in 2018 – down from 2.1%
  • 2.1% in 2019 – down from 2.1%
  • 2.0% in 2020 – down from 2.1%

While the OBR is clear that it cannot predict the deal the UK will strike with the EU, its current view is that the referendum decision means that potential growth over the forecast period is 2.4 percentage points lower than would otherwise have been the case.” 

Hammond predicted SLOWER growth, HIGHER inflation, WEAKER tax receipts, HIGHER borrowing. This means the economy is expected to weaken as the Brexit negotiations intensify. To be clear, this is seriously bad fiscal news.

The Guardian runs an excellent daily business live stream, the link for which is HERE. I highly recommend it, along with the BBC Business live stream, for keeping up to date with current developments.