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Baron Sauvage

Baron Sauvage

It’s a brand strategy thing

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Category: Brand Experience

Posted on:December 11, 2020March 1, 2021Brand Experience Brand Strategy Work Culture

Brand positioning: avoiding the average

In theory, brand positioning can be an immensely useful tool for creating growth. But in practice, it is often a complete waste of time, money and effort.

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Posted on:December 10, 2020Brand Experience Brand Strategy Innovation

Brands and the Economy of Mistrust

In the economy of mistrust, businesses create profit by outsourcing the policing of behaviour to their online communities: they establish spaces in which people are encouraged to act as judge, jury and executioner.

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Posted on:December 10, 2020Brand Experience Brand Strategy

What makes a brand great?

Great brands don’t just deliver on expectations; they play with those expectations. They inspire us to see more of life’s infinite possibilities.

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Posted on:December 10, 2020December 10, 2020Brand Experience Brand Strategy Innovation Leadership Sustainability

The future of brands is… Circular?

What do milk floats and glossy leggings have in common?

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Posted on:December 10, 2020Brand Experience

Building brand engagement in a post-trust world

Brands have established a new model for growth: fostering an economy of mistrust.

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Posted on:December 10, 2020Brand Experience Innovation

No more disruption please, we’re British.

The most consistently profitable innovators are not relentlessly disruptive: they are capable of introducing radical new ideas to the world, but they hone and perfect the delivery of those ideas through years of incremental improvement to improve efficiency and profitability.

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Posted on:December 10, 2020December 10, 2020Brand Experience Sustainability

New luxury: a triumph of excess over experience?

The truth is that the modern concept of luxury remains stubbornly wedded to excess, despite all the optimistic column inches devoted to new luxury’s more balanced, less materialistic, more experiential, less conspicuous, more ethical stance.

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Posted on:December 8, 2020Brand Experience Leadership Work Culture

How Ocado embraces what makes their brand weird.

Best practice can’t happen unless we’re prepared to step away from the comfort of the usual once in a while. That’s why so many of the retail world’s most notable innovators have embraced weirdness.

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Posted on:December 8, 2020Brand Experience Brand Strategy

Challenger banks: not radical enough?

We’re learning to love contactless and mobile forms of payment, but we’re a long way from digital banking nirvana.

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Posted on:December 8, 2020Brand Experience Brand Strategy Work Culture

Why commercial brands should look to not-for-profits for inspiration

A compelling charity brand is spontaneous, collaborative and delivered with charm and a warm imperfection that reminds us what it means to be human.

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Posted on:December 8, 2020Brand Experience Sustainability Work Culture

Does business class travel have a future?

Business class travel – whether by air or by train – is one of the most weirdly wasteful and anachronistic aspects of modern working life.

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Posted on:December 8, 2020Brand Experience Brand Strategy Work Culture

Brands and emotional dishonesty

This form of positivity is toxic precisely because it robs us of our right to call something out as damaging, or depressing, or shameful.

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Posted on:December 3, 2020December 3, 2020Brand Experience

Lessons from brands that deliver great experiences

Iconic brands have been delivering great experiences for centuries before the term ‘experiential marketing’ was coined. Here are a few things I’ve learned from working with some of them.

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