Why People Snack: The Human Needs Food Brands Forget
The president of Snacking Global at Mars, Andrew Clarke, recently spent some…
The Brand Architecture Behind Audemars Piguet x Swatch
The criticism was predictable. A revered luxury watchmaker partners with Swatch, introduces…
Why Brand Loyalty Beats Customer Acquisition
It is just astounding that after more than 35 years, some marketers…
How Financial Engineering Destroys Brand Value
Claire’s, the tween accessory retailer, is in turnaround mode. Again. Claire’s is…
How Under Armour Forgot The First Rule Of Brand Strategy
Never confuse the customer. Once, at an advertising agency meeting with our…
Harley-Davidson’s Brand Problem Is Bigger Than Its Bikes
Financial geniuses on Wall Street appear to be happy that there is…
How Corning Stays Relevant By Solving What Comes Next
My mother had many opinions on many issues. As a female lawyer…
Nike’s Turnaround Depends On Segmenting By Need, Not Category
It appears that Wall Street is disgruntled with Nike’s inability to perform…
Why Logo Management Is Not Brand Management
If you read The Wall Street Journal Magazine that accompanied the Saturday-Sunday…
The Distinction Between Brand Power And Brand Greatness
As we approach America’s 250th birthday, our celebrations reflect on the greatness…
