NEW THINKING
Branding Strategy Insider
Helping marketing oriented leaders and professionals build strong brands.
Brand ManagementNovember 12, 20252 min
How Eveready Paid The Price For Underinvesting In Marketing
Brand ManagementNovember 11, 20258 min
The Perils Of Losing A Brand’s Relevant Differentiation
Brand StrategyNovember 10, 20253 min
Brand Strategy Work Is No Job For Ad Agencies
Brand Strategy Work Is No Job For Ad Agencies
November 10, 2025 3 min
The Art Of The Successful Brand Pivot
Brand Strategy November 4, 2025
The Turnaround Plan Hain Celestial Needs Right Now
Brand Strategy September 29, 2025
Apply The First Principles Of Strategy To Conquer Chaos
Brand Strategy September 24, 2025
Why Your Brand Needs An Enemy
Brand Strategy September 11, 2025
Values Are The Spine Of Strategy
November 6, 2025 3 min
The Role Of Emotion In Business Strategy
Business Strategy September 3, 2025
The Brand Advantage Of Investing In People
January 22, 2025 5 min
Brand Culture Alignment Drives M&A Success
Brand Culture December 19, 2024
The Four Phases Of Internal Marketing
Brand Culture November 26, 2024
How To Build A Thriving Company Culture
Brand Culture August 15, 2024
Brand Advantage Begins With Customer Focused Employees
Brand Culture January 29, 2024
Learning From Innovation Failure: A Case Study
October 21, 2025 9 min
Six Traits Of Innovative Leaders
Brand Innovation September 23, 2024
Brand Architecture: A Strategic Tool
July 16, 2025 7 min
The Luxury Strategy Burberry Needs Right Now
Brand Architecture September 16, 2024
The Impact Of A Brand Architecture Policy
Brand Architecture January 11, 2024
Why Brand Investments Are Different
Brand Architecture September 28, 2023
8 Keys To Brand Licensing Success
October 16, 2019 2 min
Brand/Celebrity Licensing Partnership Guide
Brand Licensing August 1, 2019
Dead Or Alive? Bringing Brands Back To Life
Brand Licensing January 14, 2019
Brand Licensing’s Rising Value In The Digital Age
Brand Licensing December 20, 2018
Managing The Brand Licensing Ecosystem
Brand Licensing August 14, 2018
Beyond Consumer Outrage: Rebuilding Trust And Realigning Purpose
February 13, 2025 9 min
Achieving Marketing Objectives Through Behavior Change
Brand Purpose October 17, 2024
Purpose-Led Marketing: A Deeply Human Opportunity
Brand Purpose September 11, 2024
A Framework For A Clear Brand Purpose
Brand Purpose June 10, 2024
Brand Purpose Comes With Caution
Brand Purpose March 12, 2024
Of The Four P’s, Price Is The Most Important
September 25, 2025 6 min
The Strategic Pricing Power Of Brands
Brand Value & Pricing February 3, 2025
5 Keys To Building Customer Value Perceptions
Brand Value & Pricing September 9, 2024
Brand Names Equal Brand Meaning
July 5, 2022 4 min
Why Are Brand Names Important?
Naming January 3, 2022
The Brand Naming Strategy Behind Cheerios
Naming December 4, 2019
The Optimal Brand Naming Process
Naming January 25, 2019
How Restaurant Brands Can Face The Nonplace Threat
September 2, 2025 8 min
How To Win CFO Support For Brand Investment
Brand Growth December 17, 2024
The Critical Test For Business And Career Relevance
Brand Growth November 21, 2024
Successful Marketing Focuses On Targeting, Not Segmentation
August 19, 2025 7 min
Consumer Opinions Are Mushy
Brand Research August 5, 2025
The Myth Of The Consideration Set
Brand Research January 30, 2025
Attention Marketers: Change Is Overrated
October 23, 2025 5 min
Why The Best Marketing Plans Are Built To Fail
Brand Marketing October 22, 2025
Cracker Barrel Exposes Marketing’s Core Problems
Brand Marketing September 8, 2025
Brand Marketing And The Divided Brain
Brand Marketing August 20, 2025
Why Marketing Lacks Credibility And Influence
Brand Marketing August 12, 2025
Years Of Marketing Underinvestment Catch Up To Kraft Heinz
September 4, 2025 3 min
The Formula For Iconic Advertising Campaigns
Advertising March 11, 2025
How Brands Can Earn Attention
Advertising September 30, 2024
The Role Of Creativity In Advertising
Advertising March 19, 2024
The Value Of Distinctive Brand Assets In B2B And B2C
January 27, 2025 6 min
Creativity Is A Process
Brand Identity July 20, 2021
Distinctive Brand Assets Defined
Brand Identity June 17, 2019
The Resurgence And Rewards Of Brand Equity
October 2, 2023 5 min
Measuring Branding Success
Brand Equity April 13, 2022
Realizing Business Goals With Brand Equity Research
Brand Equity January 31, 2022
How Price Reductions Impact Brand Equity
Brand Equity July 20, 2016
How Brand Equity Measurement Builds Brands
Brand Equity July 15, 2016
Beyond Meat Struggles Without Brand Differentiation
August 18, 2025 8 min
Weaker Brands Chase Their Competitors
Brand Differentiation April 16, 2025
Luxury Social Media Strategy: Why Content Is The Real Performance Driver
August 26, 2025 5 min
How Luxury Brands Can Maintain Exclusivity
Luxury Branding August 21, 2025
The Shift In Luxury Purchase Decisions
Luxury Branding August 8, 2024
10 Ways To Profitably Satisfy Customer Needs
February 24, 2025 6 min
Workflows Reveal True Customer Centricity
Customer Experience September 19, 2024
Brand Value Is Created In The Details
Customer Experience September 2, 2024
The Impact Of Focus On Brand Success
Customer Experience November 21, 2023
McDonald’s Needs To Rethink Its Value Strategy
July 28, 2025 7 min
How Brand Loyalty Creates The Future
Brand Loyalty May 11, 2023
Emotions Guide Today’s Path To Purchase
Brand Loyalty January 17, 2023
Brand Loyalty Is More Than Trial
Brand Loyalty January 12, 2023
There Is More To Brand Loyalty Than Behavior
Brand Loyalty October 6, 2022
How Brand Extensions Strengthen Brands
February 16, 2021 4 min
8 Types Of Brand Extension
Brand Extension February 24, 2020
The Risks And Rewards Of Brand Extension
Brand Extension November 14, 2019
5 Ways To Extend Your Brand
Brand Extension April 27, 2016
Brand Diversification: Extend With Caution
Brand Extension February 4, 2014
How Brands Can Compete On Provenance, Purpose And Promise
March 3, 2025 6 min
Don’t Abandon A Winning Brand Promise
Brand Promise January 21, 2025
Macy’s Needs A Brand Promise
Brand Promise September 3, 2024
Beware Of Vague Brand Promises
Brand Promise February 20, 2023
Creating A Relevant Differentiated Brand Promise
Brand Promise December 13, 2022
Brands Are Built With Bridges Not Silos
January 23, 2023 4 min
Building Brands With Character And Chemistry
Brand Building November 17, 2015
Brands And A New Law Of Market Physics
Brand Building June 9, 2014
Brand Building: Energy Versus Focus
Brand Building February 17, 2014
Brand Building With The Power Of Suggestion
Brand Building January 6, 2014