Latest Branding News
The Return Of Starbucks’ Place Strategy
With the advent of online shopping, the idea of a physical place…
McDonald’s Needs To Rethink Its Value Strategy
A recent article in The Wall Street Journal reminds us that understanding…
Marketing vs. Finance: United’s Plus Points Problem
In my Marketing Strategy class at Kellogg, I spend a significant amount…
How Brands Can Use Uncertainty To Create Relevance
When rapid and disruptive change occurs, marketers are handed an extraordinary moment…
Kraft Heinz: A Case Of Brand Mismanagement And Value Destruction
Iconic American brands are under pressure. Some of our most beloved and…
Brand Architecture: A Strategic Tool
As a CMO or Marketing Director, you’ll know that companies tend to…
Kellogg’s Cereal: A Story Of Missed Strategic Opportunities
WK Kellogg – inventor of cereal – is being bought by Italian…
Apparel Resale Brands Drive The Future Of Shopping
Apparel resale is a robust category centered on the ability to sell…
Marketing Works By Following Trends, Not Setting Them
From all my years in research and consulting, I think I’ve learned…
