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Author Archive

Business to Business (B2B)

Building A Thought-Leadership Brand

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Building A Thought-Leadership Brand

Thought leadership, especially for B2B brands, is an important tactic in the marketing and communications toolbox. While it’s growing in popularity there’s new data that points to declining value and effectiveness.

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Brand Management

Brands And Customers: How Close Is Too Close?

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Brands And Customers: How Close Is Too Close?

The goal of every brand should be to create as many loyal customers as possible. But for a few brands, loyalty can go a step further into all out fandom.

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Branding Trends

3 Trends Shaping Brands And Business In 2020

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3 Trends Shaping Brands And Business In 2020

The start of a new decade provides a unique milestone to pause and reflect on where we’ve been, and more importantly where we are headed. The previous decade has provided us with significant business disruption, remarkable innovation – and a whole lot of distraction. That’s why in 2020, a meta-trend we need to be aware of is a realignment of fundamentals.

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Brand Management

Leveraging Nostalgia For Brand Relevance

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Leveraging Nostalgia For Brand Relevance

Nostalgia can be a powerful ally in building brands. As Dr. Bob Deutsch observed here on Branding Strategy Insider, “As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call ‘a longing for positive memories from the past.’ In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present circumstance of receding predictability and opportunity.”

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Brand Management

How Brands Can Seize Cultural Moments

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How Brands Can Seize Cultural Moments

As is typical of our times, Peloton’s recent holiday ad has stirred up a bit of controversy. The negative buzz has impacted the brand’s stock price at least in the short-term, but as we have seen with many episodes featuring the “outrage orchestra”, once the orchestra plays its tune, the stock seems to come back to normal.

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