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Author Archive

Brand Growth

How Brand Assets Drive Brand Growth

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How Brand Assets Drive Brand Growth

How can you accelerate your brand’s growth by identifying the elements in your brand identity that are distinctive and relevant brand assets? Let’s explore.

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Brand Management

How To Evolve An Iconic Brand Campaign

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How To Evolve An Iconic Brand Campaign

As Dos Equis ejects its iconic pitch man into the stratosphere bound for Mars, the rest of us tragically uninteresting people are left behind wondering why?

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Building Emotional Connections

Emotions Fuel Trump Brand Phenomenon

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Emotional Connections Fuel Trump Brand Phenomena

Any press is good press, that’s how the adage goes, but for Donald Trump it seems like gospel. The controversial Republican frontrunner for President of the United States has dominated the campaign trail in earned media by remaining the central focus of traditional and social media alike. This is widely known.

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Building Emotional Connections

Will Coke’s Brand Gamble Pay Off?

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Coca-Cola's Bold Brand Packaging Move

By now you have heard about Coca-Cola’s big bet on a global packaging change to reinforce its ‘One Brand’ strategy. There’s more to learn. Hotspex, the world’s most advanced emotional measurement technology was used to evaluate Coca-Cola and Pepsi brand assets among 1,800 US consumers and interviewed CPG experts for perspective. The results shed light on its biggest gamble since New Coke.

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Branding Conferences

Marketing’s Only Strategic Thinking Conference

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Brandingo The Brand Management Safari Brand Conference

Strategic thinking is a natural inclination – something I think you’re born with. In many business schools you can learn the principles of strategic thinking, but like learning to play the piano, you won’t be very good at it unless you have the innate talent to see things strategically. Are you a strategic thinking marketer? Here are six characteristics.

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