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Author Archive

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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Brand Management

Why All Brands Need A Brain Trust

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Why All Brands Need A Brain Trust

All corporations are operating in a hyper-critical climate today. Public cynicism about corporations and authority figures in media, entertainment, politics and religion is at an all-time high.

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Customer Insight

Biases Determine The Depth Of Customer Insight

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Biases Determine The Depth Of Customer Insight

Understanding the intangibles that govern the strength of your brand’s relationship with consumers enables you to continually refocus and optimize product and service offerings, brand value and experience ultimately improving consumer relationships.

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