Tag: Strategy

brand real

The real value of a brand isn't how much it is liked by people. It's how much people feel the brand is like them.

Saturday, March 31, 2012

Boy Scout by Norman Rockwell

There are many words used to describe a brand's platform. But one word is often conspicuously missing.

Monday, March 5, 2012

Though they are often used interchangeably, a brand promise is very different from a brand position.

Monday, February 20, 2012

In an effort to distance itself from recent history, Blackwater has rebranded. The business is the same. The name is now Academi.

Monday, December 12, 2011

If you're looking to dive deep, here are five must-reads that capture critical perspectives in the art and science of branding.

Monday, November 28, 2011

Is your brand a seasonal or a perennial? What does it take to brand for the long haul?

Saturday, May 23, 2009

In a down economy many brand managers review their brand architecture to determine what to cut and what to nourish. A new study offers guidance.

Saturday, April 11, 2009

When times are tough, brands have new decisions to consider. Here's an overview of how to navigate the water.

Friday, March 6, 2009