All posts filed under: Articles

Entrepreneur article

Why branding experts need to step out of their silos

In our latest article at Entrepreneur, Pete Canalichio and I examine why now, more than ever, the marketing consulting industry should be promoting an interactive brand ecosystem that more closely aligns the disciplines of brand insights, brand strategy, brand protection, brand licensing and brand valuation. The full article is available here. Hope you enjoy it. Feedback welcome.

Refreshing your brand promise

Updated post: Refreshing your brand promise

Updated (alright,completely rewrote) one of my older posts today about the need for brand managers to think about at least refreshing their brand promise if they haven’t got sign off to do a complete repositioning. It seems a practical solution to me in the light of the pressure so many face to keep their brands current. Think about how much you could change if you were able to redefine what customers expected. The next era of evolution?

A Short Virtual Coffee with Nir Eyal

Hooked on Brands: A (Short) Virtual Coffee™ with Nir Eyal

Nir Eyal spent years in the video gaming and advertising industries. I first became aware of his work through his articles (his work can be found in Harvard Business Review, The Atlantic and TechCrunch) and his blog. In the book “Hooked” he promulgates a process that he says successful brands can embed in their products and communication approaches to subtly encourage shifts in customer behaviour.

A Virtual Coffee with Tom Asacker

Brands and Beliefs: A (Long) Virtual Coffee™ with Tom Asacker

I was first introduced to Tom Asacker a number of years ago when he and I were on the same contributor panel and I’ve always been taken by four qualities that come out time and again in his work: his call-it-the-way-it-is approach; his extraordinary ability to condense whole systems to meme-length summaries; his relentless search for new form; and above all his humanity and clarity.