As we approach America’s 250th birthday, our celebrations reflect on the greatness of our country. Inherent in our celebrations is the belief that America is a great land. America is a great brand. As Americans, we are owners of brand America.
Allbirds, the sustainable sneaker brand once the de rigueur shoe for Seattle and Silicon Valley Techs, has sold its assets and intellectual property at a shocking discount. The once high-flying sneaker brand has finally lost its wings.
For C-suite leaders facing massive disruption whether from AI, tariffs, or global realignment the question of brand positioning is no longer just a marketing issue. It falls on the shoulders of senior leaders to guide the brand, like raising a child new to the world.
Kraft Heinz is having another “brand-wagon moment.” Its new CEO, Steve Cahillane, announced that the organization would be postponing the previously announced split into two separate companies. This was a split that Wall Street hailed as marvelous. CEO Cahillane believes that a resource-funded focus on its stable of core Americana brands – getting back on the brand wagon – can bring Kraft Heinz back to profitability and, hence, generate shareholder value. Shareholder value has been...
Consumers are using AI as a brand hack. Which says as much about consumers as AI. None of which is good for brands absent significant innovation.
