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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Strategy - Branding Strategy Insider
By definition brand strategy begins with the notion that you can differentiate a commodity. From there brand strategy manifests as a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive context.
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 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...
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.