Is flexibility replacing footprint as the new black for global brands? That’s the inevitable question as Walmart announces a major redraft of its stores policy. Read More
Latest Posts
Should there always be a brand experience?
It seems everywhere I look in the marketing press these days, someone is advocating the need for brands to deliver experiences. But not everyone can or should deliver a formatted experience, and, equally, some brands would quickly wither if they didn’t. Read More
Is your brand running out of ideas?
Brands come alive for people when they encapsulate ideas that consumers want to have in their lives. That’s partly what makes brands distinctive and desirable. So what do you do when your core idea is no longer as attractive as it used to be? Read More
Helping new customers connect with your brand story
Successful brands have a story that connects them with their audience and that forms the backbone of their strategy. But if you’ve been around a while, the story that your loyal customers know is not yet shared by those who are new to the brand. Here are 4 ways to connect your longer story to those who don’t know it as well. Read More
New presentation: Many roads, one goal
Many Roads, One Goal is based on my most popular blog post ever. It’s about why it takes more than one strategy to find the best strategy and how you can develop a portfolio of strategies to overcome challenging times, implement and test them in batches, and then manage the portfolio down from many to whatever the market has revealed works best. Read More
Luxury vs premium brands
How should you think of your brand when you have a product that costs a lot to use? Is an expensive product automatically luxury? How should we draw a distinction between luxury and, say, premium? Read More
Your brand must do more than trend
Everything your brand does happens within a context. You can’t ignore that, nor should you. But here’s the irony – if you allow that wider context to drive how you manage your brand, then you risk losing control because the course you are steering is no longer yours. Read More
Is your advertising provocative, controversial or offensive?
Any brand manager worth their salt is looking to cultivate and manage a brand that is noticed and valued. But how far should a brand go in that quest for distinctiveness? Interestingly, the answer doesn’t just come down to taste. Read More
Brand in a world of screens
In The Smarter Screen, Shlomo Benartzi lays out a world where we are besieged by choices; choices that, far from helping us to make better decisions, confuse us into behaving in ways that are actually less informed. Read More
Podcast w/ Nick Westergaard at Brand Driven Digital
