Brand Marketing - Branding Strategy Insider

Attention Marketers: Change Is Overrated

October 23, 20255 min

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: Change is overrated. Marketers love fads and fashions. Change is the watchword of marketing. I’m in the trends and futures business, so I’m not unhappy about this. But part of studying trends and...

by Adel Borky

Brand Marketing

Why The Best Marketing Plans Are Built To Fail

October 22, 20254 min

Let me be blunt: the annual ritual of demanding a marketing plan from the CMO is a boardroom charade masquerading as strategy. The corner-office crowd think they’re extracting a roadmap—a neat, glossy prediction of what the company will do, spend, and achieve. They think they’re judging the plan. Wishful thinkers. The plan is a distraction, a fetish of the naive who believe the world bends to their spreadsheets. The real game, the actual signal amid...

by Joan Kiddon

Brand Marketing

Cracker Barrel Exposes Marketing’s Core Problems

September 8, 20257 min

Marketing is in trouble and has become its own worst enemy. Over the past few decades, the discipline has evolved into a trade, rather than a profession, focusing on managing and executing marketing communications. This trend is demeaning.

by Paul Larche

Brand Marketing

Brand Marketing And The Divided Brain

August 20, 20253 min

Early in my marketing career, I kept running into the same paradox: the marketing campaigns that actually moved the needle led with emotion, yet most clients insisted on leading with facts—bullet points, technical specs, rational arguments.

by David Stewart

Brand Marketing

Why Marketing Lacks Credibility And Influence

August 12, 20255 min

A recent study by McKinsey & Company documents the continuing decline in the influence of the marketing function and the growing frustration of CEOs with the contribution of marketing. Much of this frustration stems from marketers’ inability to clearly explain how marketing activities contribute to the firm’s financial performance and the continued use of metrics like brand awareness and brand equity as evidence of performance. There is, of course, nothing wrong with measures of brand health,...

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Brand Marketing - Branding Strategy Insider

Attention Marketers: Change Is Overrated

Why The Best Marketing Plans Are Built To Fail

Cracker Barrel Exposes Marketing’s Core Problems

Brand Marketing And The Divided Brain

Why Marketing Lacks Credibility And Influence

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