We gave product management the strategic throne, and in doing so, pushed marketing—the discipline that understands customers—to the sidelines, with questionable and predictable consequences.
Friday, November 21, 2025
Preference is an important measure of brand strength, yet it has many dimensions. One of those relates to safety.
Sunday, March 4, 2018
Brands are relying on functional positioning more than ever before, raising the question: am I becoming extinct?
Sunday, February 12, 2017
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
In my ongoing ode to Dollar Shave Club, I commend them for smart brand extension.
Thursday, June 6, 2013
Dollar Shave Club continues its track record of brand consistency with the launch of Dr. Carver's Shave Butter.
Saturday, May 11, 2013
Benjamin Stäudinger/Flickr
While the memorability of your brand name matters, there's another facet of naming that matters more.
Tuesday, March 12, 2013
The death of advertising is a bit premature, especially when considering the category's standard-bearer: the Super Bowl spot.
Monday, February 4, 2013
Challenger brands are a unique species identified by three essential qualities.
Friday, December 7, 2012
Mad Men's Don Draper delivered compelling truths to his fictional clients. Today’s business managers need their own reality check.
Friday, July 20, 2012
Human beings are natural categorizers. Brand architecture is how a brand satisfies our need to sort.
Monday, June 18, 2012
It has never been more important for advertisers and brands to consider the story they want to tell consumers. The answer is not in the ads.
Monday, May 14, 2012