Articles
Please do not let the slightly scholarly title put you off! Classify it as blog or vlog if you prefer; musing, pondering and pontificating will happen here! Check back and disagree or add your thoughts. You may find these articles chopped, cropped and out and about in the Twittersphere too 😉
Be More Santa – The World’s Most Magical Brand!
In the spirit of Christmas, and always ones to make a link between all things and branding we've subjected Santa Claus to our "7Es of brand" to see how he measures up: ❄️ Essence This is the "raison d'etre" for the consumer, what we would call the heart...
Brand Equity – The Benefits of Positive Brand Equity
What is your brand equity? It’s not how much profit you earned this year, although it definitely contributes to it. It’s not the value of your company assets nor the revenue. It’s something more intangible but even more important. It’s how much your brand is worth. ...
Brand Execution – How to Execute your Brand Strategy
Actions speak louder than words. A man is judged by his deeds, not by his words. Saying is one thing, doing is another. Cliche overload but you get the message. You need to actually execute your brand strategy. And you need to execute it well. ...
Brand Endurance – How to create a brand that lasts
While it would be amazing to start up a business, make a lifetime’s worth of money in a year and then sell it on, we all know that’s unlikely. So you want a business that provides you with a decent income for the foreseeable future. You want a business that...
Brand Evolution – Why you should continually evolve your brand
What is brand evolution? Well you’ve been through a branding process. You’ve optimised your strategy; you’ve decided on your essence; you know what your “voice” is; all the different sectors of your business are clear on your brand so you can give your...
Brand Emotion – How to use Emotional Motivations in Branding
What exactly is emotion in branding? When we’re talking about emotion in branding what we mean is having an emotional connection with your customers. Does this mean declaring undying love for every client and sending out a bumper pack of valentine’s cards in...
Brand Experience – What it is and How to Improve it
Creating a superior brand experience will result in more engaged, loyal customers that will recommend your business to others. But what exactly is brand experience and how can you make sure that your brand experience is always at the top of its game? Read on to find...
Brand Essence – Getting the Foundations of your Brand Right
What exactly is Brand Essence? Brand essence is often defined as being the heart and soul of your brand. It is a short phrase that brings together the emotional and practical aspects of your core value proposition. At Frejz we have developed our 7 Es of Brand...
Brand Strategy – A Guide to Getting Started
Why should I be bothered about brand strategy? As we explained in our previous article a good brand strategy is good for profits. Although we only discussed it being a positive influence on sales and customer loyalty, the truth is a good brand strategy affects...
The Frejz Snowflake – The 7 Es of Brand Framework
Like a snowflake, every brand is unique. At Frejz we have developed our own simple model - the 7 Es of Brand - that helps you to develop your unique brand strategy. In our workshops we help you to work through the following 7 interconnecting elements that help you...