Brand Strategy - Page 2 of 66 - Branding Strategy Insider

Why Brand Strategy Needs A Simulator Now

May 28, 202612 min

Most mid-market leaders are not short on ideas. They are short on confidence. They are being asked to move faster with less certainty, make bigger bets with less room for error, and separate useful AI-enabled opportunities from expensive distractions. They have growth initiatives to evaluate, pricing pressure to manage, customers to reassure, sales teams to equip, and the realities of an AI-informed future arriving faster than the organization can absorb them. The question is no...

by Joan Kiddon

Brand Strategy

How Under Armour Forgot The First Rule Of Brand Strategy

May 18, 20267 min

Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked what the agency’s solution would be, the answer was, “More money behind the advertising.” Of course.

by Joan Kiddon

Brand Strategy

Harley-Davidson’s Brand Problem Is Bigger Than Its Bikes

May 12, 20268 min

Financial geniuses on Wall Street appear to be happy that there is new leadership at Harley-Davidson, Artie Starrs as CEO. As with the appointment of the previous CEO, Jochen Zeitz, analysts and those with significant monetary Harley-Davidson stakes are thrilled with the recent CEO Starrs change in HOG leadership. In 2020, when Jochen Zeitz, a longtime member of Harley-Davidson’s Board, became CEO, the business press wrote that “Wall Street was elated by the news of...

by Dr. Derrick Daye

Brand Strategy

Brand Strategy Must Solve The Problems That Limit Growth

May 11, 20269 min

Brand strategy is entering a more demanding era. For CEOs, CMOs, and CFOs, the question is no longer whether brand matters. The question is whether brand can help solve the organizational problems that determine growth, profitability, customer trust, internal alignment, and enterprise value.

by Dr. Derrick Daye

Brand Strategy

When Honoring A Brand’s Past Means Changing Its Future

May 7, 202611 min

For more than twenty years, The Blake Project carried the same identity into the world. It was there when we opened our doors in 2003. It appeared on our first proposals, our first client deliverables, and our earliest expressions of a point of view that has never changed: brand is not decoration. Brand is a source of meaning, preference, trust, differentiation, and economic value.

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Brand Strategy - Page 2 of 66 - Branding Strategy Insider

Why Brand Strategy Needs A Simulator Now

How Under Armour Forgot The First Rule Of Brand Strategy

Harley-Davidson’s Brand Problem Is Bigger Than Its Bikes

Brand Strategy Must Solve The Problems That Limit Growth

When Honoring A Brand’s Past Means Changing Its Future

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