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Home / Journal of Brand Strategy, Volume 10 / Number 3 / Winter 2021-22

Operation brand story: How to fix a broken brand when customer beliefs shift and brands do not

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Author: Jones, Mark

Source: Journal of Brand Strategy, Volume 10 / Number 3 / Winter 2021-22, pp. 234-242(9)

Publisher: Henry Stewart Publications

Customer insights underpin effective brand strategies and help organisations differentiate. However, research and data gathering takes precious time, money and resources. In many cases, brands facing disruptive pressures such as healthy competition, emerging technologies or rapidly changing customer needs are unable or unwilling to give brand strategy the time and space required. This paper outlines a unique, practical approach that helps leaders address these issues. It specifically addresses brands that consumers regard as broken, irrelevant or of no value.

Keywords: brand strategy; customer insights; marketing; storytelling

Document Type: Research Article

Affiliations: ImpactInstitute Pty Ltd

Publication date: January 1, 2021

More about this publication?

  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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