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Brand Management

Solving Brand Challenges With The Paradox Process

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Solving Brand Challenges With The Paradox Process

The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges.

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Brand Meaning

Meaning Is The Bridge Every Brand Must Build

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Meaning Is The Bridge Every Brand Must Build

Consider for a moment how a Scrabble box full of single letters, lacks the quality of poetry, but if those letters are arranged in a certain way, they can then produce a poetic effect. It is the ordered relationships between the letters that create the identity of poetry.

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Brand Management

Analyzing Nike’s Controversial Just Do It Campaign

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Analyzing Nike's Controversial Just Do It Campaign

Is the new Kaepernick 30th Anniversary Just Do It Campaign a smart move for the Nike brand? In this age of polarization and change, every brand owner should find Nike’s decision worth analyzing.

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Brand Management

Maslow’s Hierarchy And Brand Development

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 Maslow’s Hierarchy And Brand Development

One of the most influential innovators in psychology was the American psychologist and philosopher Abraham H. Maslow (1908-1970), who developed a transpersonal theory of human needs.

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Branding & Retail

How Can Brands Compete With Amazon?

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 How Can Brands Compete With Amazon?

How to compete against Amazon is a key strategic question at the moment. Rightfully so as more and more brands are forced to contend with its seemingly iron-clad business.

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