5 Things I Learned Building The Starbucks Brand
October 9, 20159 min
In January 1996 after ten years of leading Nike’s Global Marketing Insights & Planning I accepted the VP of Brand Planning position at Starbucks.
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October 2015 - Page 4 of 5 - Branding Strategy Insider
What Brands Can And Cannot Do
October 8, 20155 min
Some searching questions recently from executives who seem to pride themselves on being brand skeptics prompted me to review the parameters of what brands can do, what they can’t and why I still believe that branding is a vital business activity.
Why Leading Brands Are Hard To Beat
October 7, 20153 min
Years ago, I worked for Hills Bros coffee. We were the #3 brand having a tough time competing against the market leaders (Folgers and Maxwell House), struggling in many markets to keep our product in distribution.
How Brand Attitude Shapes Brand Destiny
October 6, 20154 min
If you’re a brand leader and you’ve been one for a while, there’s a good chance you know your market and that you monitor and are highly aware of your competitors. All the market intelligence you have tells you where things are.
The Costly Brand Strategy Of Playing Not To Lose
October 5, 20154 min
Playing to win is a sports metaphor that describes discernable action on the court or field by a team putting out extra effort to close a gap, come from behind and win the game. It is characterized by bold play calling, players making unusual moves to break free, get open and score. The opposing team who is in the lead often adopts a different posture, a prevent defense, stalling to burn down the clock and...