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Author Archive

Brand Strategy

When Should A Brand Retreat?

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When Should A Brand Retreat?

We talk a lot about brands growing and expanding, but when should a brand pull back? Here are five occasions when the best thing you can do is to stage a brand retreat.

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Brand Management

The Perils Of Brand Success

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The Perils Of Brand Success

Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?

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Brand Management

Has Your Brand Become Too Serious?

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Has Your Brand Become Too Serious?

Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality?

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Brand Strategy

How Brand Rivals Can Win Together

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How Brand Rivals Can Win Together

Branding is competitive. It’s about staking out the right to earn over others. But when that competitive streak becomes obsessive, brands lose objectivity and that can cost them dearly.

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Brand Architecture

Should Your Brand(s) Consolidate?

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Should your brand(s) consolidate?

There’s an interesting polarization going on right now in terms of brand size.

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