When I teach the brand management elective to MBA students, we explore case studies of companies getting it right and wrong. One of the most common observations that keeps coming up has nothing to do with strategy and everything to do with gender.
Is there any reason why you wouldn’t defend yourself in the face of an attack on your market share or reputation?
For many startup CEOs in their first and second rounds of funding, their focus is usually on product development rather than creating a value proposition that will form the strategic direction of their fledgling enterprise.
Not too long ago here on Branding Strategy Insider, one of my co-authors, Nigel Hollis shared three basic ways a brand can change the brand game to its advantage:
Bill Taylor has said that if your customers can live without you, eventually they will. Conversely, I’m fascinated by how so many industries will stick to business-as-usual for as long as they can before they have to change.
