Branding And Strategic Investment: Why Firms Don’t Invest
uttu Branding is a business strategy. It can justify higher margin because customers trust the brand based on their…
Branding
How Eveready Paid The Price For Underinvesting In Marketing
Seminal research demonstrates that companies who underinvest in branding potentially face an extinction event as diminishing share of…
The Perils Of Losing A Brand’s Relevant Differentiation
The news from YUM! is that Pizza Hut may be sliced. The other two big brands in the…
Brand Strategy Work Is No Job For Ad Agencies
The world of marketing has evolved, and today the companies that supply marketing communications and brand strategy are…
Values Are The Spine Of Strategy
In those times when maximum effort is not enough, and this happens to everyone and every enterprise, what…
How Brands Can Be Old And New Simultaneously
Not to beat this Cracker Barrel fiasco into the ground anymore, but there is a problem when brand…
Giving gratitude: Graciousness in fundraising
The giving season is more than just a time for generosity — it’s a time for reflection. For…
The Art Of The Successful Brand Pivot
In the early 2010s, entrepreneur Stewart Butterfield and his team of developers were building an online game called…
How Process Workflows Strengthen Brands
The most effective enterprise strategic plan flows from purpose, vision, and values. These guideposts provide context for long-term…
Differentiating Brands With Generosity, Surprise, And Delight
For decades marketers have found certain stages in a person’s life where they are more susceptible to messaging…