NEW THINKING
Branding Strategy Insider
Helping marketing-oriented leaders and professionals grow brand value since 2006.
When Honoring A Brand’s Past Means Changing Its Future
May 7, 2026 10 min
The Problem With Product-Led Brand Turnarounds
Brand Strategy March 23, 2026
The Strengths And Weaknesses Of The Category Benchmark
Brand Strategy February 25, 2026
How Category-Centricity Neutralizes Consumer-Centric Frameworks
December 11, 2025 6 min
Starbucks’ Third Place Strategy: Built For The Past
Business Strategy November 25, 2025
Values Are The Spine Of Strategy
Business Strategy November 6, 2025
Healthy Brands Begin With Strategic Integrity
April 29, 2026 6 min
Why Clarity Isn’t A Communication Problem
Brand Culture April 7, 2026
The Future Belongs To Talent-First Brands
Brand Culture February 5, 2026
The Brand Advantage Of Investing In People
Brand Culture January 22, 2025
Self-Disruption At 330 Years Old: A Swedish Business Case Study
January 27, 2026 7 min
How Marketing Turns Ideas Into Business
Brand Innovation November 26, 2025
Black Friday: A Ritual In Brand Damage
Brand Innovation November 18, 2025
Learning From Innovation Failure: A Case Study
Brand Innovation October 21, 2025
Brand Architecture: A Strategic Tool
Brand Architecture July 16, 2025
The Luxury Strategy Burberry Needs Right Now
Brand Architecture September 16, 2024
The Impact Of A Brand Architecture Policy
Brand Architecture January 11, 2024
8 Keys To Brand Licensing Success
October 16, 2019 2 min
Brand/Celebrity Licensing Partnership Guide
Brand Licensing August 1, 2019
Dead Or Alive? Bringing Brands Back To Life
Brand Licensing January 14, 2019
Brand Licensing’s Rising Value In The Digital Age
Brand Licensing December 20, 2018
Managing The Brand Licensing Ecosystem
Brand Licensing August 14, 2018
Beyond Consumer Outrage: Rebuilding Trust And Realigning Purpose
February 13, 2025 9 min
Achieving Marketing Objectives Through Behavior Change
Brand Purpose October 17, 2024
Purpose-Led Marketing: A Deeply Human Opportunity
Brand Purpose September 11, 2024
A Framework For A Clear Brand Purpose
Brand Purpose June 10, 2024
Brand Purpose Comes With Caution
Brand Purpose March 12, 2024
Leading Brands Win On Consumer-Perceived Value
February 9, 2026 8 min
Of The Four P’s, Price Is The Most Important
Brand Value & Pricing September 25, 2025
The Strategic Pricing Power Of Brands
Brand Value & Pricing February 3, 2025
Brand Names Equal Brand Meaning
July 5, 2022 4 min
Why Are Brand Names Important?
Naming January 3, 2022
The Brand Naming Strategy Behind Cheerios
Naming December 4, 2019
The Optimal Brand Naming Process
Naming January 25, 2019
When Growth Becomes A Brand Liability
April 23, 2026 5 min
Marketing’s Financial Value Drivers
Brand Growth December 9, 2025
Neglecting The Service-Profit Chain Is Costing Brands
Brand Growth December 8, 2025
How Restaurant Brands Can Face The Nonplace Threat
Brand Growth September 2, 2025
The Most Insightful Economic Metric For Tracking Consumers
February 10, 2026 4 min
Consumer Opinions Are Mushy
Brand Research August 5, 2025
The Myth Of The Consideration Set
Brand Research January 30, 2025
Marketing Rarely Fails On Its Own
April 22, 2026 2 min
When Brands Market To Algorithms, Not People
Brand Marketing April 21, 2026
Why Marketing Is The Conscience Of Business
Brand Marketing January 13, 2026
Most Advertising Problems Are Not Advertising Problems
April 1, 2026 5 min
Years Of Marketing Underinvestment Catch Up To Kraft Heinz
Advertising September 4, 2025
The Formula For Iconic Advertising Campaigns
Advertising March 11, 2025
How Brands Can Earn Attention
Advertising September 30, 2024
Why Logo Management Is Not Brand Management
April 20, 2026 4 min
The Value Of Distinctive Brand Assets In B2B And B2C
Brand Identity January 27, 2025
Creativity Is A Process
Brand Identity July 20, 2021
The Resurgence And Rewards Of Brand Equity
October 2, 2023 5 min
Measuring Branding Success
Brand Equity April 13, 2022
Realizing Business Goals With Brand Equity Research
Brand Equity January 31, 2022
How Price Reductions Impact Brand Equity
Brand Equity July 20, 2016
How Brand Equity Measurement Builds Brands
Brand Equity July 15, 2016
Failure To Relevantly Differentiate: Amazon’s Grocery Blind Spot
February 2, 2026 9 min
Weaker Brands Chase Their Competitors
Brand Differentiation April 16, 2025
Luxury Social Media Strategy: Why Content Is The Real Performance Driver
August 26, 2025 5 min
How Luxury Brands Can Maintain Exclusivity
Luxury Branding August 21, 2025
The Shift In Luxury Purchase Decisions
Luxury Branding August 8, 2024
10 Ways To Profitably Satisfy Customer Needs
February 24, 2025 6 min
Workflows Reveal True Customer Centricity
Customer Experience September 19, 2024
Brand Value Is Created In The Details
Customer Experience September 2, 2024
The Impact Of Focus On Brand Success
Customer Experience November 21, 2023
The Resurgence Of Brand Loyalty
March 16, 2026 9 min
How Brand Loyalty Creates The Future
Brand Loyalty May 11, 2023
Emotions Guide Today’s Path To Purchase
Brand Loyalty January 17, 2023
Brand Loyalty Is More Than Trial
Brand Loyalty January 12, 2023
How Brand Extensions Strengthen Brands
February 16, 2021 4 min
8 Types Of Brand Extension
Brand Extension February 24, 2020
The Risks And Rewards Of Brand Extension
Brand Extension November 14, 2019
5 Ways To Extend Your Brand
Brand Extension April 27, 2016
Brand Diversification: Extend With Caution
Brand Extension February 4, 2014
How Brands Find Advantage In Leveraging Contradictions
November 17, 2025 7 min
Don’t Abandon A Winning Brand Promise
Brand Promise January 21, 2025
Macy’s Needs A Brand Promise
Brand Promise September 3, 2024
Beware Of Vague Brand Promises
Brand Promise February 20, 2023
Brands Are Built With Bridges Not Silos
January 23, 2023 4 min
Building Brands With Character And Chemistry
Brand Building November 17, 2015
Brands And A New Law Of Market Physics
Brand Building June 9, 2014
Brand Building: Energy Versus Focus
Brand Building February 17, 2014
Brand Building With The Power Of Suggestion
Brand Building January 6, 2014