Latest Branding News
Know Your Customer: The CEO
It is axiomatic that marketers should know their customers. In many firms,…
Black Friday: A Ritual In Brand Damage
Brands constantly speak of innovation. They celebrate transformation, responsibility, customer-centricity, and long-term…
How Brands Find Advantage In Leveraging Contradictions
Probably no surprise to those who chronicle our fractured behaviors, we have…
Branding And Strategic Investment: Why Firms Don’t Invest
Branding is a business strategy. It can justify higher margin because customers…
How Eveready Paid The Price For Underinvesting In Marketing
Seminal research demonstrates that companies who underinvest in branding potentially face an…
The Perils Of Losing A Brand’s Relevant Differentiation
The news from YUM! is that Pizza Hut may be sliced. The…
Brand Strategy Work Is No Job For Ad Agencies
The world of marketing has evolved, and today the companies that supply…
How Brands Can Be Old And New Simultaneously
Not to beat this Cracker Barrel fiasco into the ground anymore, but…
The Art Of The Successful Brand Pivot
In the early 2010s, entrepreneur Stewart Butterfield and his team of developers…
