Growth - Branding Strategy Insider

Brand Strategy Must Change The Economics Of Choice

September 1, 202615 min

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,...

by Joan Kiddon

Brand Loyalty

Brand Loyalty Changes The Economics Of Growth

August 31, 20269 min

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.

by Joan Kiddon

Brand Strategy

The Brand Turnaround Era Is A Warning Sign

August 27, 20268 min

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.

by Joan Kiddon

Brand Management

Is AI Disrupting IBM, Or Strengthening Its Future?

July 28, 20269 min

There once was an upheaval at IBM; a David and Goliath moment. That was when personal computers, namely Apple, entered our landscape. The world became divided into Macs and IBM PC’s. The genericization of the Mac alternative led to a proliferation of non-IBM PC offerings from Dell, HP and others. IBM, the Goliath and “owner” of the PC, gave up. Eventually, IBM’s laptop division was sold to Lenovo. The IBM focus became mainframes and its...