Strategy - Branding Strategy Insider

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...

by Walker Smith

Brand Differentiation

How Brands Can Escape AI-Driven Sameness

July 22, 20269 min

Bear with me as I wax philosophical. It’s a circuitous path, but it will loop us to AI. So here goes.

by Robert Wheatley

Brand Strategy

Why Brand Fandom Is Replacing Traditional Marketing

July 21, 20266 min

You are likely focused on the next round of innovations in the pipeline and how you will elevate and communicate the attributes and features of these new products at launch. Familiar territory for the vast majority of day-to-day marketing assignments and priorities. Yet the consumer has other priorities, driven by existential shifts and concerns that increasingly interfere with and refocus their goals and aspirations.

by Joan Kiddon

Brand Management

The End Of The Think Global, Act Local Strategy

July 20, 20267 min

One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and local sectors tend to push back on global brand dictates, even if the centrally-sent statements ring true.