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Author Archive

Brand Innovation

Brand Innovation And The Fallacy Of Self Disruption

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Brand Innovation And The Fallacy Of Self Disruption 

Ever since Clayton Christensen wrote his book The Innovator’s Dilemma in 1997, it has been accepted as a fact that companies will fail if they don’t disrupt themselves first.

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Brand Strategy

Brand Strategy For The Unexpected

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Brand Strategy For The Unexpected

As Nassim Nicholas Taleb told us in his book The Black Swan humans have a tendency to find simplistic explanations for highly improbable, rare and unpredictable events.

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Brand Perceptions

5 Ways To Manage Brand Perceptions

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5 Ways To Manage Brand Perceptions

This is a short summary of the hands-on actions you can take to maximize your management of perception in people’s minds.

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Brand Strategy

Brand Strategy Before Business Strategy

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Brand Strategy Before Business Strategy

Until a few years ago, my answer to the common question on how business strategy and branding strategy are related was that the business strategy comes first, because that is a ‘long term plan of action designed to achieve a particular goal or set of goals or objectives’.

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Brand Management

Managing Brand Perceptions

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Managing Brand Perceptions

The word ‘branding’ no longer properly describes what practitioners of branding mean today. Nor does it describe what they want the word to stand for.

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