Brand strategy. Is it art, science, or crap?
Do all the frameworks and processes that strategists use really add value for brands or is it all just ****? In the spirit of strategy itself, let’s test a number of positions.
Month: May 2017
How do you change your brand culture?
In the first part of this two-part series, I talked about brand cultures that focus on performance, those that are restless for change, freeform cultures and those that learn fast and continue to evolve. This second part focuses on brand cultures driven by a need to change the world; start up brands evolving into grown up cultures; brands with powerful leaders; and brands that need to keep pushing down costs in order to thrive.
What’s your brand culture?
Brand culture is the culture that a company cultivates in order to powerfully, consistently and competitively deliver its brand to market. It’s how people work together to bring the brand alive.