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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Growth - Branding Strategy Insider
Most of us would agree there are four ways to strategize for brand growth: increase the share you hold in the markets you are strong in; develop new products for those markets; extend your reach by finding new markets for your current brands; and develop new products that cater to new markets.
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.
The Resurgence Of Brand Loyalty
March 16, 20269 min
Amazing about face. In a world where deals and promotions abound, where “conquesting and conquering” customers has become the modus operandi (viz, the streaming brands, the automotive industry) and where value continues to be equated with price alone, Barron’s, the financial newspaper, tells us brand loyalty is “in” again. At least in fast food.