January Newsletter
Tim Hatari
CEO | NED | Advisor | CEO at Hello Hello, a pipeline management and professional outreach company.
From My Desk To Yours
Most businesses already know that branding is about much more than a logo, more than a strapline and any clever messaging. It is the coming together of all that and more, to produce a multi-pronged approach that considers your digital reach of course, but fundamentally your print, packaging, positioning?and extended partnership arrangements, pricing strategies or tactics, and storytelling objectives.
Your brand strategy evaluates and determines the right mixture of channels to deliver sufficient market exposure and as a result, a brand-aligned reputation. Not just awareness, but being known for the things you set-out to be known for; such that you develop a market reputation that is so strong it generates enquiries and produces sales.
When all is said and done, the main principles of?marketing haven't changed. Your customers need to know you exist. From there they need to resonate with you and your offer, and that only happens when you do your part to craft the right message. Then, do everything else in your power?to get that message in front of the right person.
Ultimately, successful branding is about creating a consistent and compelling message that resonates with your target audience and drives business results.
Insights
Building a brand people love starts by understanding why they don’t. Many brands highlight their best features but rarely address their “reasons not to believe.” Identifying these pain points unlocks opportunities for real growth, whether it’s unfulfilled promises, corporate messaging, or superior competitors. Critics, though harsh, often provide a roadmap to improvement by pointing out weaknesses with laser precision. Instead of running from criticism, brands should embrace it, fix the flaws, and sometimes even reposition perceived liabilities into strengths by targeting the right audience.
Often, the problem isn’t your product—it’s how you communicate its value. If your brand’s best qualities are a secret, it’s time to amplify them. Equally important is standing for something specific rather than trying to please everyone. When you resonate deeply with the right people, they’ll become your strongest advocates. And if your strategies aren’t working, don’t hesitate to shake things up. Bold moves and honest self-reflection can transform rejection into trust—and sceptics into loyal fans.
Read the full article from Adweek here:
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News
Wingstop UK has named Dirujan Sabesan as its first-ever chief marketing officer to drive its “next era of growth.” Sabesan, who has worked with the brand since 2018 as founder of its agency partner Creative Nerds and later as head of partnerships and social marketing, has delivered “remarkable” results. Since entering the UK in 2018, Wingstop has rapidly expanded, with 60 stores expected by year-end and plans to reach 200 locations within five years. Named the UK’s “fastest-growing restaurant group” by The Sunday Times for two consecutive years, the brand’s marketing focuses on youth culture, which Sabesan plans to bolster further.
In his role, Sabesan will lead an in-house creative team of five specialists to enhance Wingstop’s strengths and explore bold branding strategies. He will prioritise grassroots talent, authentic partnerships, and creative storytelling through collaborations with DJs, sports teams, and fashion brands. Sabesan aims to create a movement that goes “beyond the plate,” reinforcing Wingstop UK’s connection with younger audiences and solidifying its rapid growth trajectory.
Read the full article from Marketing Week here :
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