The clearest sign a company may need to rebrand isn’t an outdated identity. It is a growing distance between what the business has become and what the market still believes it to be.
Twenty years ago, Branding Strategy Insider began with a straightforward ambition: create a place where people serious about building brands could find thinking that made them better at it.
A Conversation With Dr. Derrick Daye on Positioning, AI and the Brand Work That Matters. Dr. Derrick Daye has spent more than two decades helping leadership teams connect brand strategy to business performance. As Founder and Managing Partner of The Blake Project and Publisher of Branding Strategy Insider, he has advised more than 250 B2C and B2B brands and organizations across more than 40 industries, including Abbott, Coca-Cola, Intel, Nestlé, Deloitte AI, EA Sports, LexisNexis,...
What do United Airlines, YUM! Brands, Kohl’s, Ulta Beauty, and Estée Lauder have in common? Their leaders are talking about brand loyalty as a driver of business performance.
Corporate jargon is pretty miserable. Executives use euphemisms and empty phrases to cover up the truth. Reading an earnings report is sometimes the equivalent of nails scratching on a blackboard. The generic puffery of language – employed to dull our senses and calm our expectations – is numbing.
