How Financial Engineering Destroys Brand Value
May 27, 20266 min
Claire’s, the tween accessory retailer, is in turnaround mode. Again. Claire’s is hoping to pierce the boredom barrier among its target audience of not-yet-teenage girls.
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Culture - Page 2 of 47 - Branding Strategy Insider
A thriving brand culture reflects a commitment to continuously strengthen the brand and deliver on its promises from the inside out.
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.
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...
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.
Marketing Rarely Fails On Its Own
April 22, 20262 min
Marketing rarely fails on its own. It reveals where purpose is being treated as language, and where it’s being treated as a discipline.