Poor Genrich Altshuller was an inventive genius, engineer, scientist, journalist, and author. Yet he was jailed in a Soviet gulag for “innovator’s sabotage.” While there, he created a new approach for achieving a breakthrough perspective on challenging problems, the TRIZ Method. Really. And we can absolutely use those lessons today.
So I was contacted by a young brand strategist this week, asking whether he could ask me a some questions about brand strategy.
In its most recent January 2025 earnings report, Boeing indicated it suffered a $4 billion loss, roughly four times “worse” than what was expected by analysts and Wall Street. Now what?
In our current environment, there are brands taking the opportunity to revitalize. CoverGirl and Burberry are two brands implementing turnarounds. These two brands operate in different segments. But, these two brands have one thing in common: a focus on their brand core.
I’ve been going to meetings, with both B2C and B2B clients, for over 25 years now. Many things have changed over this time, from how we present (no more spray mounting physical work) to where we present (video calls are my new best friend). But one thing hasn’t changed, and that is the seemingly impossible task of getting people to focus on who really matters to their brand – the people that are buying it...
