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Author Archive

Brand Strategy

How Un-Designed Should Brands Be?

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un-designed branding trends

As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.

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Brand Management

Brands Must Increase Certainty In Uneasy Times

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Brands Must Increase Certainty In Uneasy Times

In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone can be certain of where they stand.

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Brand Strategy

Crafting A Two-Speed Brand Strategy

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Crafting A Two-Speed Brand Strategy

Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.

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Branding and Social Responsibility

Customers Struggle To Identify Responsible Brands

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Customers Struggle To Identify Responsible Brands

The ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.

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Brand Management

Brands Get What They Deserve

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Brands Get What They Deserve

Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.

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