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Author Archive

Brand Strategy

When Should Brands Challenge Foes?

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When Should Brands Challenge Foes?

Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.

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Brand Management

A Future Without Human Marketers?

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A Future Without Human Marketers?

In 2000, the Wired article The Future Does Not Need Us called into question whether machines were quite the panacea we hoped they were. It was possible, said the author, that this dependence on machines was not going to a good place.

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Brand Management

When Brands Contradict Themselves

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When Brands Contradict Themselves

Can the same brand take two quite different positions? Yes. And no.

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Brand Storytelling

How To Build A Strong Brand Backstory

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Brand Heritage and Brand Storytelling

Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognizable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.

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Brand Management

The End Of Brand Maintenance

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 The End Of Brand Maintenance

It’s tempting when your brand is trending to believe that the hard work is done. When in fact, it may just be beginning.

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