Brand Architecture: A Strategic Mandate For Paramount And Warner Bros.
April 2, 20268 min
Entertainment and brand architecture are now front and center as the Paramount-Warner Bros. merger unfolds.
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Business - Branding Strategy Insider
Business strategy is an articulation of how your business intends to prosper. Its execution and the response to it determines success. We explore all angles on Branding Strategy Insider.
Most Advertising Problems Are Not Advertising Problems
April 1, 20265 min
There is much angst about the state of advertising. Various commentators in the industry and in the general media have bemoaned a creativity crisis, which is attributed to everything from short-termism to artificial intelligence to the fragmentation of media. There is some evidence that advertising’s persuasive power has declined in recent years. It is less clear that this decline is attributable to a lessening of creativity in advertising. If advertising fails to deliver results, the...
How Established FMCG Brands Can Counter Insurgent Brand Threats
March 26, 20265 min
Bain publishes a good analysis every year of so-called insurgent brands in the U.S. FMCG (fast-moving consumer goods) market. For the past few years, these small brands have captured a disproportionate share of annual growth. This year’s analysis reports that in 2025 insurgent brands accounted for 36% of aggregate growth across all FMCG categories, which seems pretty impressive given that they comprise an aggregate share of less than 2%.
Think Of Positioning Your Organization’s Brand Like Raising A Child
March 25, 20265 min
For C-suite leaders facing massive disruption whether from AI, tariffs, or global realignment the question of brand positioning is no longer just a marketing issue. It falls on the shoulders of senior leaders to guide the brand, like raising a child new to the world.
The Problem With Product-Led Brand Turnarounds
March 23, 20268 min
Peloton, Kohl’s, Target, General Mills, Macy’s have something in common. These brands are engaged in brand turnarounds. Some of these brand turnarounds are brand turnaround-turnarounds, led by smart executive teams, some with new CEOs who offer new strategic approaches. These teams appear to be diligent and creative in improving product offerings. There is just one problem.