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Author Archive

Brand Management

Brands Must Be Aware Of Their Social Contracts

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Brands Must Be Aware Of Their Social Contracts

The venerable L.L. Bean brand, renowned for exceptional, high-quality outdoor apparel, finds itself under fire today, the target of rising customer backlash over abandoning a long-held return policy that is no longer viable.

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Brand Management

How Brands Can Compete In A Polarized World

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How Brands Can Compete In A Polarized World

One of the more insightful reports to come out every year is Edelman’s Trust Barometer.

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Brand Messaging

The Optimal Brand Messaging Framework

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The Optimal Brand Messaging Framework

Messaging frameworks help brands rationalize their strategy across product and service lines.

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Brand Management

How Tech Can Build Human-Centric Brands

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How Tech Can Build Human-Centric Brands

There’s no shortage of brands that become seduced by the possibility of technology, imagining scenarios for the modern world that are marginally useful at best.

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Branding & Retail

Applying A.I. To Retail Brands And Beyond

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Applying A.I. To Retail Brands And Beyond

Artificial Intelligence (AI) is both buzzword and buzz-worthy, depending on what you’re reading or who’s talking about it.

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