Tag: brand strategy

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…

From Talking to Doing There was a time when marketing meant a clever tagline, a catchy jingle, and enough media spend to make sure it stuck. Brands talked. Consumers listened. …

Fear is the world's oldest salesman. Long before there were brands, there was the survival instinct - and the two have never cleanly separated. What began as a primal biologica…

Why the Way Things Look, Feel, and Sound Is Never Just About Looks There is a moment most of us have experienced but rarely stopped to analyze. You walk into a store, open an a…

For a long time, attention was treated as the ultimate prize. If something could go viral, dominate feeds, or trend for a moment, it was assumed to have value. That assumption is …