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Essential reading for marketing wisdom.
How Brands Can Retain Customers During Tough Economic Times
In normal times, almost two-thirds of customers will consider switching brands after a single bad experience. In...
Elevate Your Brand—Find Your Why
One of the most popular TED talks of all time is Simon Sinek’s “How Great Leaders Inspire Action.” By recognizing the...
Clinical Trial Branding: Bringing A Strategic Approach To A Tactics-Driven Practice
The biggest external factor, besides funding, that can thwart success in bringing a new medicine to market is...
Marketing Post-Pandemic
The pandemic brought huge changes in consumer habits and, in turn, changed how companies did business. Thankfully, the...
The 5 Most Effective Ways to Improve Your Brand
Whether you are launching a new brand or already have an established brand, here are the five best ways to improve the...
Are So-Called “Paradox Brands” Really That, Or Just Multi-Faceted?
Some authors have started using the phrase “Paradox Brands” to denote brands that seemingly have contradictory...
The Best and Worst Modern NBA Rebrands
There is an increasing tendency for NBA teams to rebrand to stay current and fresh. One clear trend is that teams are...
Your Brand Is Your Best Investment During Economic Uncertainty
With a crazy past few years around the world, brands are facing economic unpredictability amidst a plethora of...
How To Reenergize and Renew Your Brand
Brands, like all human endeavors, are characterized by ups and downs. In this post, we consider the ways brands can...
Brands Are Becoming the New Bearers of Public Trust
If you feel that trust in government and media is at an all-time low, the 2022 Edelman Trust Barometer—a survey of...
Positioning is dead! Long live positioning!
Positioning a brand—the process of identifying and “owning” a unique mind space in your target customers—has been a...
Harness Purpose to Build a Stronger Brand
Human beings have a fundamental need for purpose—and brands that can tie into that need and harness it, benefit from a...
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