A balancing act for global brands

New markets are the oxygen of growth for strong brands, but getting the balance right between ‘brand integrity’ and ‘local relevance’ is far from simple. Even the most successful brands can fail to bond with consumers.  

In the latest edition of CRICKET Commentator, we discuss strategies for brands to create real traction in new markets and explore reasons why some have not achieved success. Like to know more? Drop us an email on louise@cricket-ltd.com and we'll share some insights from recent work. Click on the 'Brand Integrity' pdf in the sidebar (see right) to read the full Commentator. 

Fandom and brands

We're all fans and followers now. Fandom has become part of the new language of brand management. At CRICKET, we’ve been looking at fandom as a way of building customer loyalty, bonding and advocacy.

You could say that whilst the church, friends and family had a 5000 year monopoly on the human need for belonging and personal satisfaction, now brands like Apple, Harley-Davidson, Facebook and Google are having their moment. Ironically, this is happening at a time when, because of discounting and burgeoning media choices, consumers are becoming less loyal to specific brands.

So what are the new breeds of brand fandom? And how have the rules changed? We propose three new breeds of fandom (Uber Premium, Counter Culture and Utility) and look at ways of strengthening the bonds of fandom.

If you'd like to talk through our latest developments in this area, give Louise Barfield a call on 00 44 20 845 0300 or email louise@cricket-ltd.com. Click on the 'Fandom' pdf in the sidebar (see right) to read the full Commentator.