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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
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
The news industry has a serious branding challenge. To regain its credibility and stature it may be time to start from scratch.
Tuesday, November 29, 2016
Binge-watching is growing and content creators are rising to meet the demand. But making it profitable presents a few specific challenges.
Tuesday, November 15, 2016
Though they are often used interchangeably, a brand promise is very different from a brand position.
Monday, February 20, 2012
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
Color names can provide a powerful influence over brand identity--an influence that is often counter-intuitive.
Friday, November 25, 2011
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
Great brand experiences have a profound effect on the way consumers remember.
Sunday, February 22, 2009
Narrative has an architecture. And it's the key to better branding.
Saturday, October 11, 2008
