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Author Archive

Brand Purpose

The Push For Brands To Serve A Higher Purpose

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The Push For Brands To Serve A Higher Purpose

Two powerful forces are combining to push brands to catch up with Peter Drucker’s ideas about them serving a higher purpose.

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Consumer Packaged Goods

How Leading CPG Brands Stay On Top

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How Leading CPG Brands Stay On Top

Why has Tide been a top detergent brand for so long? Why is Heinz Ketchup, popular everywhere, still so particularly popular in Pittsburgh?

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Brand Architecture

What Brands Gain From Sound Brand Architecture

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What Brands Gain From Sound Brand Architecture

Today a brief brand architecture story to share. Back in the early 90s, not long after Nestlé had acquired the Carnation company it decided to start using the Nestlé brand as an endorsement on most of its products.

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Brand Loyalty

How To Shift Brand Loyalty

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How To Shift Brand Loyalty

Want to raid a few brand loyalists from the competition? Here’s how. Focus on the similarities between your product and theirs. If you want to keep your fans loyal, focus on how you are different.

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Brand Differentiation

Either A Brand Is Different Or It Is Dead

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Either A Brand Is Different Or It Is Dead

And after that gentle title, Simon Silvester launches into:

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