Every marketer dreams of building a brand strong enough to stretch beyond its original category. After all, if consumers already trust your brand, why not introduce new products u…
Walk down the biscuit aisle at any Reliance Smart or DMart. Count the number of packs that claim to be "India's favourite", "made with real butter", or "baked, not fried." Every b…
Pokémon turns 30 this year. As of 2024, the franchise had generated an estimated lifetime revenue of $150 billion, making it the highest-grossing media franchise in history, ahead…
There is a condition that quietly destroys some of the world's best-known brands. It does not announce itself. It creeps in slowly, disguised as ambition, growth strategy, and opp…
Every brand, at some point, is tempted to grow beyond its original territory. A trusted name in one category seems like a ready-made passport to another. The logic is seductive: c…
There is a belief that runs quietly through many boardrooms. It goes something like this: we have a known brand; therefore, we have an asset, and we are protected.
It is a comf…
There is an old negotiation principle: every deal requires someone to give something up. You get the price, or you get the quality. You get the speed, or you get the care. Pick a …
Most organisations spend an extraordinary amount of time refining what they want to say about themselves, yet far less time interrogating whether the business is actually structur…
Harley-Davidson just launched "RIDE" - a new global brand platform. There's a 60-second TV ad, Willie Nelson's On the Road Again in the background, real riders on re…
Here is a question most brand teams cannot answer cleanly: What does "culture" actually mean in your marketing strategy?Not the word. The word is everywhere. Every b…
There is a particular kind of panic that sets in when a brand becomes a trending topic for the wrong reasons.The notifications multiply. The screenshots circulate. Somewhere in a …
Why brand strength comes from alignment across the entire organisation
There is a persistent misunderstanding in business: brand building belongs to the marketing department.
…
Behind every iconic brand, there is usually a relationship that never appeared on the org chart.
Not a reporting line. Not a committee.A conversation.
A sustained partnershi…
Every era of commerce has had its version of the same puzzle: what makes something valuable when identical things are freely available?
In the physical world, this was straight…
