I sometimes get asked what the different between Brand Strategy & Business Strategy is. To me it’s like the concept of ‘work/life balance’.
It was with interest then that this weekend I stumbled across an interview in The Age with the former executive chairman Lyall Gorman discussing the important role the Wanderer’s brand played in the development of the club – including the playing list.
A meaningful brand refresh that can effect real change and enhance business performance begins by pulling the existing brand apart from the inside, and then putting it back together strategically.
Browsing the business section in The Age last month, I stumbled across an article about Jacob’s Creek being repositioned as a premium wine brand.