Why American Brands Should Avoid Politics
February 6, 20172 min
It seems to be the question of the moment, in meeting after meeting: “If you were preparing a strategy for an American brand right now, what would you tell them to do?”
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Brand Strategy - Page 29 of 66 - Branding Strategy Insider
By definition brand strategy begins with the notion that you can differentiate a commodity. From there brand strategy manifests as a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive context.
Disruptive Brand Strategy Workshop
February 2, 20172 min
If your customer can live without you, eventually they will.
Returning A Brand To Relevance
January 25, 20174 min
The year was 1997. Apple’s prospects were dim. It had suffered more than $1 billion in losses in the prior four quarters, demand for the Mac, its biggest moneymaker, was sinking, and the Cupertino, California-based company was on the brink of bankruptcy.
How Un-Designed Should Brands Be?
January 16, 20172 min
As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.
Crafting A Two-Speed Brand Strategy
December 19, 20163 min
Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.