Strategy - Branding Strategy Insider

The Kraft Heinz Pause: Financial Strategy Or Brand Strategy?

March 11, 20266 min

Kraft Heinz is having another “brand-wagon moment.” Its new CEO, Steve Cahillane, announced that the organization would be postponing the previously announced split into two separate companies. This was a split that Wall Street hailed as marvelous. CEO Cahillane believes that a resource-funded focus on its stable of core Americana brands – getting back on the brand wagon – can bring Kraft Heinz back to profitability and, hence, generate shareholder value. Shareholder value has been...

by Walker Smith

Brand Management

How AI Is Reshaping The Consumer–Brand Relationship

March 10, 20266 min

Consumers are using AI as a brand hack. Which says as much about consumers as AI. None of which is good for brands absent significant innovation.

by Joan Kiddon

Brand Strategy

The Link Between Brand Vision And Enduring Profitable Growth

March 9, 20266 min

A brand needs a vision. A brand vision is not just an idea. A brand vision is a determined goal. A brand vision is your definition of a future world in which your brand will win. Without a brand vision, your brand is aimless. The brand vision is the groundwork for your brand strategies.

by Joan Kiddon

Brand Culture

The Most Underutilized Competitive Advantage: Brand Culture

March 5, 20266 min

The Seattle Seahawks won the Super Bowl, as we all know. Numerous video recaps of the game, a wide variety of articles, and a lot of insights from observers, sports analysts, and Monday-morning quarterbacks focused on the Seahawks formidable on-field strengths.

by Joan Kiddon

Brand Management

The Brands That Stay Closest To Customer Problems Win

March 4, 20267 min

Decades ago, in the annals of advertising agency history, BBDO had an approach to creating winning communications. It was called The Four Point Process. The Four Point Process was a really big deal because, at the time, ad agencies had the best, most innovatively profitable research departments in town. The Four Point process made use of BBDO’s groundbreaking – and since widely-copied – Problem Detection Study.

Older Posts

March 12, 2026When Website Performance Becomes Marketing’s Weakest Link

March 11, 2026The Kraft Heinz Pause: Financial Strategy Or Brand Strategy?

March 10, 2026How AI Is Reshaping The Consumer–Brand Relationship

March 9, 2026The Link Between Brand Vision And Enduring Profitable Growth

March 5, 2026The Most Underutilized Competitive Advantage: Brand Culture

Strategy - Branding Strategy Insider

The Kraft Heinz Pause: Financial Strategy Or Brand Strategy?

How AI Is Reshaping The Consumer–Brand Relationship

The Link Between Brand Vision And Enduring Profitable Growth

The Most Underutilized Competitive Advantage: Brand Culture

The Brands That Stay Closest To Customer Problems Win

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