Latest Branding News
Brand Marketing And The Divided Brain
Early in my marketing career, I kept running into the same paradox:…
Successful Marketing Focuses On Targeting, Not Segmentation
From all my years in research and consulting, I think I’ve learned…
Beyond Meat Struggles Without Brand Differentiation
There is some reporting that Beyond Meat, the meat-alternative parent of Beyond…
Why Marketing Lacks Credibility And Influence
A recent study by McKinsey & Company documents the continuing decline in the…
Brand Strategy For Creating Enduring Profitable Growth
The goal of any business is enduring, profitable growth. All three are…
Consumer Opinions Are Mushy – Branding Strategy Insider
From all my years in research and consulting, I think I’ve learned…
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…
