Deck 8: Brand Relevance

Question 1

What does the traditional approach to balancing relevance and consistency advise?

A) Stay on brand at all times, change is dangerous
B) Keep your tactics consistent and your position relevant
C) Keep your position consistent and your tactics relevant
D) Change whenever you need to

Answer 1

C

Question 2

To keep brands relevant, brand managers have to pay attention to three levels of change. The emergence of political populism is an example of what level?

A) Macro
B) Meso
C) Micro
D) None of these

Answer 2

A

Question 3

To keep brands relevant, brand managers have to pay attention to three levels of change. Changes in the brand's product line represent which level?

A) Macro
B) Meso
C) Micro
D) None of these

Answer 3

C

Question 4

To keep brands relevant, brand managers have to pay attention to three levels of change. The emergence of new retail channels is an example of what level?

A) Macro
B) Meso
C) Micro
D) None of these

Question 5

Failure to maintain brand relevance leads to brand authenticity decline. What is the likely outcome for the brand?

A) Nascent brand
B) Poseur brand
C) Authentic brand
D) Aloof brand

Question 6

If a brand emphasizes relevance at the expense of consistency, what is the likely outcome for its authenticity?

A) Nascent brand
B) Poseur brand
C) Authentic brand
D) Aloof brand

Question 7

Innovation should be brand driven. What types of brands emphasize radical innovation that drives markets?

A) Follower brands
B) Creative brands
C) Heritage brands
D) Share leaders

Question 8

Innovation should be brand driven. What types of brands emphasize incremental innovation that drives markets?

A) Follower brands
B) Creative brands
C) Heritage brands
D) Share leaders

Question 9

Innovation should be brand driven. What types of brands emphasize radical innovation that is market driven?

A) Follower brands
B) Creative brands
C) Heritage brands
D) Share leaders

Question 10

Innovation should be brand driven. What types of brands emphasize incremental innovation that is market driven?

A) Follower brands
B) Creative brands
C) Heritage brands
D) Share leaders

Question 11

Why do brand managers struggle with relevance?

A) The iron cage of brand bureaucracy
B) Their natural instinct is to emphasize consistency
C) Their interpretive frame ensures they only draw on information that keeps the brand consistent
D) All of these

Question 12

The brand bureaucracy leads to what?

A) An organization focused on the brand
B) An emphasis on exploration and relevance
C) The reduction of branding to a few science-like principles
D) Lots of assistant brand managers

Question 13

Brand ambidexterity is best described by which of the following?

A) Brand managers who are adept at using both hands
B) A flexible brand
C) A capability that focuses on consistency and relevance
D) A brand strategy that emphasizes multiple identities

Question 14

Wicked problems have which of the following characteristics?

A) They are cool.
B) They have no obvious true or false answer.
C) They are easy to define.
D) They have obvious solutions.

Question 15

How do designers differ to marketers in their approach to branding?

A) Designers focus on nice logos while marketers use research
B) Designers offer impractical solutions while marketers look for sales
C) Designers focus on styling while marketers focus on strategy
D) Designers focus on disrupting brand position while marketers focus on reinforcing it.

Question 16

Design thinking is best described by which of the following?

A) Something that designers do
B) A method that focuses on collaboration and experimentation?
C) Being creative
D) None of these

Question 17

Abduction asks what type of brand questions?

A) Why couldn't the brand be both A and B?
B) What should the brand be, given its position?
C) What is the brand?
D) Who is the brand for?

Question 18

How do designers approach users?

A) They conduct research on what their espoused needs are.
B) They ignore users and focus on their inner state.
C) They try to view things from the user's point of view.
D) They do what suers tell them do.

Question 19

The destabilize stage of brand ambidexterity involves which practices?

A) Capabilities matching and problem scoping
B) Naïve questioning and problem interrogation
C) Mapping innovation to brand and stabilizing
D) None of these

Question 20

The design and develop stage of brand ambidexterity involves which practices?

A) Capabilities matching and problem scoping
B) Naïve questioning and problem interrogation
C) Mapping innovation to brand and stabilizing
D) None of these

Question 21

The transformation stage of brand ambidexterity involves which practices?

A) Capabilities matching and problem scoping
B) Naïve questioning and problem interrogation
C) Mapping innovation to brand and stabilizing
D) None of these

Question 22

Brand transformation involves which of the following outcomes?

A) The brand becomes new
B) The brand pivots to a new identity
C) The brand is repositioned
D) The is simultaneously old and new

Question 23

Define and develop involves what outcomes for the brand?

A) A new identity
B) A new set of advertising
C) Understanding the wider context in which the problem is based
D) None of these

Question 24

Disruption involves what outcomes for the brand?

A) Removing the old position altogether
B) The team begins to understand that the brand could embrace change
C) The team adopts a radical new innovation
D) All of these

Question 25

Cultural storytelling overcomes which authenticity deficit?

A) A lack of character
B) A lack of conformity
C) A lack of consistency
D) A lack of improvisation

Question 26

Douglas Holt's cultural branding model suggests new brand ideas should come from where?

A) Loyal customers
B) Populist worlds
C) Consultants
D) Tracking research

Question 27

Douglas Holt's cultural branding model places emphasis on which of the following?

A) Relevance
B) Consistency
C) Popularity
D) Equity

Question 28

For a cultural brand strategy to work, the brand must do what?

A) Become and authentic insider within a subculture
B) Change everything they do
C) Emphasize corporate social responsibility
D)Seek to disrupt competitors

Question 29

A progressive reposition involves the brand moving into what authenticity quadrant?

A) Aloof
B) Poseur
C) Authentic
D) Nascent

Question 30

What strategy could help when engaging in a progressive reposition?

A) Brand purpose
B) Co-branding with a new brand
C) Using a young spokesperson
D) Developing a Tik-Tok strategy

Question 31

Innovating via design disruption involves first moving the brand to which authenticity quadrant?

A) Aloof
B) Poseur
C) Authentic
D) Nascent

Question 32

When innovating via design disruption how should you respond to a backlash from loyal users?

A) Say sorry and return to your previous strategy
B) Tell them that they are wrong and should use another brand
C) Continue to invest in a long-term campaign to make over the brand
D) None of these

Question 33

Changing the brand's position is called which of the following?

A) Refreshing
B) Re-launching
C) Revitalization
D) Repositioning

Question 34

Bringing back a long dead brand is called which of the following?

A) Refreshing
B) Re-launching
C) Revitalization
D) Repositioning

Question 35

Updating the brand's marketing is called which of the following?

A) Refreshing
B) Re-launching
C) Revitalization
D) Repositioning

Question 36

Changing a brand after a period of decline is called which of the following?

A) Refreshing
B) Re-launching
C) Revitaliation
D) Repositioning