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Essay
Unapologetic Data
A fire hose of data both blesses and curses brand managers. The trick is not getting lost in the data or fogetting the humans it represents.
Saturday, April 15, 2017
Branding
From Habits to Rituals
In the quest to become indispensable to consumers more brands should consider how they can ritualize their brand experience
Sunday, April 9, 2017
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Branding
When Labels Matter
How the subtle use of specific words to define your target audience makes a significant difference in the performance of your brand
Sunday, March 12, 2017
Branding
Why the Uber Brand is Probably Not in Danger ... Yet
Despite a spate of bad press and questionable behavior, most consumers will tolerate the Uber brand out of sheer necessity and proven behavioral economics.
Sunday, March 5, 2017
Branding
Confessions of a Strat-o-Saur
Brands are relying on functional positioning more than ever before, raising the question: am I becoming extinct?
Sunday, February 12, 2017
Branding
Skip B-School. Study Life.
The 3 subject areas to master if you want to become a great brand strategist
Sunday, January 29, 2017
Consumers
Seduce Me Today. Love Me Tomorrow.
Customer satisfaction is the driving objective of most successful brands. But new research suggests that satisfied customers are harder to please. What's a brand to do? Seduce them with the promise of something different tomorrow.
Sunday, January 22, 2017
Shutterstock/MadamSaffa
Branding
Rebooting the American Brand
Does The American Dream still resonate with today's consumers? A new study says it might be fading. Three factors are key to connecting the promise of America with modern brands.
Sunday, January 15, 2017
Branding
Go Analog
For all the excitement created by the latest innovations, American Greetings reminds us that some old-school products are equally great at capturing our hearts.
Sunday, January 8, 2017
Branding
Beyond Challengers. A cycle of brand types
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
Consumers
The Hidden Life of Sharing
The sharing economy grows and grows, but the richest value in sharing is lost. It's not what we send out but what we do together that makes sharing meaningful.