Why AI Makes Brand Investment Matter More
November 11, 20267 min
How does a CPG company build a brand that AI systems can credibly recommend while also giving consumers more compelling and powerful reasons to prefer it?
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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.
When Tech CEOs Put Corporate Brands At Risk
November 10, 20269 min
Once upon a time, corporate brands scrambled to become pillars of Corporate Social Responsibility, aka CSR. CSR meant that a corporation had responsibilities for people and planet as well as profit. Enterprises had to find ways to operate in ways that benefited society and the environment, as well as shareholders. Along with fiduciary performance, organizations had to incorporate ethical, environmental, and societal impacts into strategic planning. CSR is all-encompassing, inclusive, and nondenominational: a focus on...
Brand Insistence: Why The Strongest Brands Have No Substitutes
November 9, 202612 min
On July 19, 2024, a routine CrowdStrike software update crashed roughly 8.5 million Windows computers worldwide. Airports went dark. Hospitals scrambled. Delta alone canceled about 7,000 flights over five days. Plenty of observers expected customers to walk.
The B2B Paradox: Why Rational Decisions Are Emotional
November 5, 20264 min
In the TV series Mad Men, fictional creative director Don Draper uttered the now-famous line: “Advertising is based on one thing, happiness.” It was true in 1960 and true today. Finding the key that unlocks that coveted response to a product has always been the marketer’s challenge. Is the most effective appeal logical or emotional? And is that appeal different, based on consumer or trade audiences? Despite occasional evidence to the contrary, every customer comes...
Win The Demo, Lose The Market: Why Breakthrough Technology Isn’t Enough
November 4, 202610 min
In 2022, Proterra looked like a company that had already won. It had delivered more than 1,000 electric buses, held contracts with 135 transit agencies, and grew revenue 24% to $309 million. The White House championed it. The U.S. electric bus market grew 66% that year, and federal infrastructure money was flowing toward exactly what Proterra made. In August 2023, Proterra filed for Chapter 11.