How Under Armour Forgot The First Rule Of Brand Strategy
Never confuse the customer. Once, at an advertising agency meeting with our…
Why Checkout Abandonment Is A Brand Problem
The standard diagnosis of checkout abandonment treats it as an engineering challenge.…
Solving Business Problems Through The Lens Of Brand
Most companies lose momentum because their best thinking cannot get through the…
Harley-Davidson’s Brand Problem Is Bigger Than Its Bikes
Financial geniuses on Wall Street appear to be happy that there is…
Brand Strategy Must Solve The Problems That Limit Growth
Brand strategy is entering a more demanding era. For CEOs, CMOs, and…
AI Has Not Replaced Brand Emotion. It Has Moved It.
AI has put an end to emotions in marketing, we are told.…
When A Nation’s Brand Comes Under Pressure
What happens to a country’s brand when the story it’s spent decades…
When Growth Becomes A Brand Liability
Growth is often celebrated as proof that an organization is moving in…
Why Logo Management Is Not Brand Management
If you read The Wall Street Journal Magazine that accompanied the Saturday-Sunday…
8 Ways to Elevate Your Brand as a Creator or Entrepreneur (& Close the Pay Gap)
While many are still skeptical, the global creator economy is expected to…
