Latest Branding News
Every Product Is A Mirror Of The Organization That Built It
In 1968, computer scientist Melvin Conway made an observation that’s been shaping…
The Strengths And Weaknesses Of The Category Benchmark
Category Benchmarks are the reference point for the category. They define quality…
Heritage Brand Strategy: Four Types, Four Distinct Strategies
Today, heritage brands occupy a difficult position. Squeezed between private label that…
The CEO Must Be The CMO
There is no shortage of criticism of marketing organizations. The declining length…
The Future Of Brand Creativity Belongs To The Small And Reckless
Let’s stop pretending this AI rush is brave. It isn’t. It’s terrified.…
The Most Insightful Economic Metric For Tracking Consumers
I am occasionally asked which metric I consider best for tracking consumers.…
Leading Brands Win On Consumer-Perceived Value
Recent brand news is full of brand value chatter. Chatter, not serious…
The Future Belongs To Talent-First Brands
The most important component of long-term sustainable advantage for any firm, regardless…
Brand Positioning Is A Leadership Decision, Not A Marketing Exercise
Brands that lead today do three things exceptionally well. They create an…
