Branding

How the subtle use of specific words to define your target audience makes a significant difference in the performance of your brand

Sunday, March 12, 2017

Worawee Meepian/Shutterstock

Branding

Why the Uber Brand is Probably Not in Danger ... Yet

Despite a spate of bad press and questionable behavior, most consumers will tolerate the Uber brand out of sheer necessity and proven behavioral economics.

Sunday, March 5, 2017

Marcio Jose Bastos Silva

Branding

Confessions of a Strat-o-Saur

Brands are relying on functional positioning more than ever before, raising the question: am I becoming extinct?

Sunday, February 12, 2017

Rawpixel/Shutterstock

Branding

Skip B-School. Study Life.

The 3 subject areas to master if you want to become a great brand strategist

Sunday, January 29, 2017

Shutterstock/MadamSaffa

Branding

Rebooting the American Brand

Does The American Dream still resonate with today's consumers? A new study says it might be fading. Three factors are key to connecting the promise of America with modern brands.

Sunday, January 15, 2017

GearBrain

Branding

Go Analog

For all the excitement created by the latest innovations, American Greetings reminds us that some old-school products are equally great at capturing our hearts.

Sunday, January 8, 2017

Nate & Amanda Howard/Stocksy

Branding

Beyond Challengers. A cycle of brand types

It's time to evolve our thinking about challenger brands. They are not an end-state, but rather a phase. Success depends on knowing when your challenger days have passed.

Sunday, December 18, 2016

Eldar Nurkovic/Shutterstock

Branding

And that's the way it is

The news industry has a serious branding challenge. To regain its credibility and stature it may be time to start from scratch.

Tuesday, November 29, 2016

RG&B Images via Stocksy

Branding

What your tech brand really needs

For brands, awareness certainly matters, but it is a low-level measure of a brand's true strength. We suggest these five focus areas to truly ensure a brand's longevity and strength.

Saturday, November 9, 2013