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Brand Extension

How Brand Extensions Strengthen Brands

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How Brand Extensions Strengthen Brands

During a pandemic might not seem to be a good time to create a brand extension. However, creating a brand extension in uncertain times is a smart move. Some say that brand extensions weaken brands. This is wrong. Well-managed brand extensions strengthen brands.

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Big Data

Brands Must Beware Of Data Reliance

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Brands Must Beware Of Data Reliance

Data are important. And, data are increasingly used to help us in all areas of society. However, there is an underlying issue, the role of data and research is to inform, not to decide.

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Brand Management

How Packaging Shapes The Future Of Brands

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How Packaging Shapes The Future Of Brands

Online shopping offers convenience and safety. Meal kits allow us to cook elegantly without going out to eat. Restaurant delivery brings restaurant meals home without cooking. The problem is packaging. Within our boxes of deliveries are boxes and bottles of products. And, most of this packaging has limited sustainable benefits.

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Brand Management

Aligning Brands With Shifting Demographics

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Aligning Brands With Shifting Demographics

These are challenging times for brand. One challenge is that of demography. A challenge that requires brands to leverage strategic dexterity and insightful planning.

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Brand Management

Building The Infinite Brand

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Building The Infinite Brand

A great brand does not need to be a big brand in terms of size. But, it does need to be a big brand in terms of its power to engage people’s imagination. For example, Nike, Coca Cola, McDonald’s, Apple, Beetle are great brands.

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