Tag: Strategy

Can a brand be 100% sustainable?

Posted on by Knom

Do first, say second

Trends and consumers are pushing brands to create sustainable business models, aiming for a zero carbon footprint.

It is more than proven that the throwaway culture cannot be sustained and brands cannot look the other way: they must take firm steps towards product innovations that make the best use of resources.

In this sense, a few days ago we saw the launch of the first refillable deodorant. A brave commitment to sustainability that moves away from small initiatives and greenwashing gestures, and sets out to restructure its business with the planet in mind.

Because building a truly sustainable brand involves absolutely every aspect of the business (materials, transport, employees, suppliers, etc.) and this implies a great economic and logistical effort, as well as a great effort in terms of communication. Because if we do not communicate the new processes transparently, consumers will not be able to assess the brand’s real commitment.

Should brands take political positions?

Posted on by Knom

‘Brand love’ is achieved by taking risks.

After the assault on the Capitol, some social networks have silenced Trump and many other brands, such as FedEx, Hilton, Mastercard and Microsoft, have broken ties with the speech of the still president.

Faced with a more active and aware public, and aware of their power and influence, the so-called ‘activist brands’ are emerging which, committed to their principles and values as a company, dedicate time and effort to fight for the causes they consider just.

While there are issues where there is a certain global consensus and where it is easier to take a stand, such as the fight against climate change or equality, the matter becomes more complicated when we take the debate to political leanings.

Growing ideological polarisation increases consumers’ desire to know whether the brands we buy are aligned with our way of thinking and our values. The idea of ‘voting with your wallet’ is expanding, but how far should brands’ political engagement go?

What are the limits of brand elasticity and flexibility?

Posted on by Knom

It is not so easy to drag equity from one brand to another.

Tesla’s $250 tequila has reopened the debate, polarising industry professionals. With a branding manual in hand, this tequila would never work under the Tesla brand: it would be considered unstrategic, in an orbit too far away from the parent brand and its activity or positioning. But what if it’s just about showing that Tesla is capable of doing anything it sets its mind to? Is brand confidence enough to transcend into another sector? Is it a waste of resources? Or something only iconic brands can afford?

While it is clear that a well-built brand has an easier time expanding the business focus, we must tread carefully, avoiding opportunism, jeopardising the trust built or losing focus by trying to address scenarios in which we are not experts. That said, who wouldn’t spend a night at Apple’s hotel?

Why will this Black Friday be blacker?

Posted on by Knom

A year marked by uncertainty.

Black Friday is becoming more and more ‘black’ and less and less ‘friday’. In other years, many people take the opportunity to buy Christmas presents on this day, but nowadays, nobody knows how the festivities are going to be.

The consumerist day par excellence pits brands against each other. On the one hand, there are companies that turn Black Friday into Black Week or even Black Month. On the other, we are witnessing a wave of responsible brands that either reinterpret this day from the perspective of sustainability or “boycott” it by encouraging shoppers not to consume. In addition, this year there is a growing number of campaigns encouraging us to promote local, neighbourhood consumption, at a time when small businesses are experiencing enormous difficulties.

Consumer habits – will the change be permanent?

Posted on by Knom

It is difficult to predict with certainty.

We know that people feel insecure and worried. Optimism is in short supply. And consumers need brands to take it seriously. Spending is down in virtually every category. And local commerce is gaining strength against large corporations – an opportunity for the “little guys” who are able to leverage their size to react nimbly. On the other hand, the “virtualization” of social and commercial life, to the detriment of physical experiences, will raise ecommerce expectations to levels never seen before.

These are just a few glimpses of what will define this new era, but many questions remain open.And brands should not wait for a completely clear picture of the future to emerge before asking themselves, “Is my brand ready to meet these new expectations?”