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Brand Strategy

Brand strategy begins with the notion that you can differentiate a commodity.

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 Strategy

3 Ways To Establish A Meaningful Brand

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3 Ways To Establish A Meaningful Brand

At a recent event my colleague Kristopher Hull looked at advertising in an enlightening way: despite all the speed and complexity in the world today, marketers still need to reach the same brain.

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Brand Strategy

Defining Your Audio Brand Strategy

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Defining Your Audio Brand Strategy

We’ve said goodbye to the silence of pages, flipcharts, point-of-sale materials and most products. Savvy marketers realize those have been replaced by the audio-enabled world of mobile videos, apps, YouTube, and digital signage. And now, the Internet of Things, connecting the cloud to everything from refrigerators to projectors to vehicles to industrial products.

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Brand Strategy

Strategy Is Not About The Competition

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Strategy Is Not About The Competition

The concept of strategy originates in war, where the objective is to destroy the enemy. In business, if the enemy is your competitor, then the objective of strategy must be to crush the competition.

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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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