NEW THINKING

April 24, 2024Financial Engineering: Some Brands Live, Others Die

April 23, 2024Planning For Brand Expansion

April 22, 2024AI’s Impact On The Pursuit Of Brand Difference

April 15, 2024Convenience Store Brands Pull Ahead In Fair Value

April 10, 2024Leading Brands Excel At Employee-Customer Interaction

 
HomeSearch

diversity

Brand Culture

How To Build A Change Ready Brand Culture

Larry LightNovember 14, 20238 min
Change happens all the time. Today, it is almost impossible to keep aware of everything that changes around your brand. Customer behaviors change. Attitudes change. Competition changes. Competitive strategies change. Technology changes. Devices change. Distribution channels change.
Advertising

Why Fear Based Advertising Wins

Walker SmithSeptember 20, 20233 min
Brands and businesses are talking more than ever about the environment. The percentage of ads tested by Kantar LINK with some sort of social or environmental message (SEM) held steady at 2 percent or less from 2010 to 2019. From 2020 to 2022, it tripled to 6 percent, and is at 5 percent year-to-date. That small percentage is large for a single theme across tens of thousands of ads for a wide diversity of brands....
Brand Marketing

Marketing’s Economic Impact Must Be Demonstrated

Joanna SeddonApril 25, 20232 min
The road to making marketing accountable has been perilously slow. In the time of David Ogilvy marketers believed in measurement, their status was high. But many years ago, marketing turned inward and focused on ads. The CMO stopped being a business partner to the CEO. Marketing got dumbed down to being seen as frivolous, a cost center not an investment.
Brand Innovation

Three Ways Marketers Can Improve Their Creativity

Emmanuel ProbstApril 12, 20234 min
No matter your background, education, and professional achievements, you are capable of great things. Statistically, 99 percent of us did not go to the top 1 percent of schools, have famous parents, or a hefty trust fund. Yet we can all become successful in our own right by making the most of what we have and taking small steps. We don’t have to succeed immediately but we owe it to ourselves to try. In its...
Brand Management

When The General Manager Is The Brand Manager

Larry LightApril 6, 20236 min
Darden Restaurants Inc. owns some favorite dining brands including Olive Garden, Capital Grille, LongHorn Steak House and others. Restaurants, in particular, rely on their people to deliver a brand’s experience in a quality manner, time and time again.  Especially important are General Managers. When it comes to the service business, the General Manager is the Brand Manager. Hiring, investing in, developing and inspiring the best managers is one of the most critical factors in generating...

Newer Posts

Older Posts

Connect With Us