The qualities that distinguish alpha brands from others.


Brand attributes of an alpha brand

Brand managers around the world tear their hair out trying to get the organisation to understand that the brand and its values are not just things that live in the businesses’ identity guidelines.

Clearly defining a brand’s value to its audience and then ensuring the entire business delivers on its promises grows ever more important. Alpha brands know this and share a number of qualities that set them apart, enabling them to stay ahead.

Being alpha in beta to beta

B2B markets are increasingly competitive, with differentiation becoming harder and traditional business models being turned on their heads. Alpha brands embrace these factors as an opportunity to maintain their advantage. Evolving any business to adopt the attributes and practices of an alpha brand is a true challenge – here we reveal what they are.

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