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Author Archive

Brand Management

Don’t Let Creative Threaten The Strategy

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 Don’t Let Creative Threaten The Strategy

Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’ ~ Jef Richards

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Brand Management

Brand Problem Solving Requires New Methods

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Brand Problem Solving Requires New Methods

As Simon Sinek has observed, people intuitively deal with what they know before they deal with the things they don’t know or feel less comfortable dealing with.

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Brand Strategy

Disruptive Brand Strategy Workshop

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Disruptive Brand Strategy Workshop

If your customer can live without you, eventually they will.

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Brand Strategy

Returning A Brand To Relevance

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Returning A Brand To Relevance

The year was 1997. Apple’s prospects were dim. It had suffered more than $1 billion in losses in the prior four quarters, demand for the Mac, its biggest moneymaker, was sinking, and the Cupertino, California-based company was on the brink of bankruptcy.

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Brand Management

Building Iconic Brand Associations

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Building Iconic Brand Associations

Once a brand is well positioned, the one enduring challenge that marketers face is making sure that everything associated with the brand is consistent in the minds of the target audience.

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