Biggest brand fails (and how to solve them) w @Julian Cole #brandstrategy #marketingtips
In this brief interview, host Speaker A asks Julian Cole, a renowned brand strategist, about the most common mistake brands make. Julian explains that brands often focus on business‑level problems—such as lack of product awareness—rather than the consumer’s problem. He argues that a brand’s strategy and creative brief should be built around the consumer’s need, not the company’s objective. The conversation illustrates this with a simple example: a pen that has four colors can be described either by its feature (four colors) or by how it solves a consumer problem (eliminating the need to carry multiple pens). The key takeaway is that effective brand messaging must start with the consumer’s problem and then position the product as the solution.
