Brands Respond To The New Meaning Of Belonging
We live in an uncertain world. We have become more skeptical and distrusting. Our environment seems unsettled, unpredictable and unstable....
How To Build A Change Ready Brand Culture
Change happens all the time. Today, it is almost impossible to keep aware of everything that changes around your brand....
Brand Strategy: Localizing A Global Brand
One of the most important issues for brand-business leadership today is navigating the intersection of global, local and personal. One...
8 Requirements Of A Brand Value Strategy
Here is a marketing truth: it does not matter if there is a recession or inflation: the best value wins....
Sell The Brand, Not The Category
Selling the category rather than selling your brand is brand-business mismanagement. Selling the category means the brand-business leadership does not...
The Resurgence And Rewards Of Brand Equity
Something interesting is happening in brand management. Increasingly, we read about brand-businesses that are focusing on Brand Equity. It has...
How Brands Can Address Multiple Customer Segments
Not even COVID-19 changed the trajectory of demographics. And, although data in The New York Times indicates that global population...
How Occasion Segmentation Powers Growth
Market segmentation is fundamental to marketing. Segmentation is evergreen when it comes to building and managing brands. J.M. Smucker, purveyor...
The Rise Of Budget Luxury Brands
Recently, Ian Schrager, entrepreneur, hotelier and co-founder of famed Studio 54, decided to create hotels that are luxury but without...
Building Brands For Now From Then
In 1994, when Jim Collins and Jerry I. Porras wrote Built to Last, they were referring to Visionary Habits of Successful Companies....
