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Author Archive

Brand Strategy For Startups

Conceiving Bigger Brand Ideas

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Conceiving The Idea Of The Brand

Plato’s “theory of forms” or “theory of ideas” proposes that nonphysical forms or ideas represent the essence of reality. In other words, before a thing exists, there is the idea of the thing.

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Business Strategy

The Category Insights Behind Starbucks’ Success

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The Category Insights Behind Starbucks' Success

If the relationship between a company and its customers is based upon respect and regard, if it’s based upon truth, trust, and transparency, then an authentic “friendship” or even “love” can form.

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Business Strategy

How Amazon Outmaneuvers Its Retail Rivals

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How Amazon Outmaneuvers Its Rivals

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 Strategy

Brand Strategy And Future Outcomes

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Brand Strategy And Future Outcomes

Brand strategists think about the future because it’s their job to figure out what their organization ought to be doing today that will most likely result in achieving desired business goals (sales, margin and profit) and brand positioning goals tomorrow.

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Brand Storytelling

Telling A Blockbuster Brand Story

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Telling A Blockbuster Brand Story

More and more, brands are finding their way to the intersection of brand and entertainment, adopting Hollywood’s tools and techniques that lead to blockbuster story brands. Rightfully so in an attention economy that rewards brands that are both meaningful and interesting.

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