As the Brand Turns
When I spoke to a group of advertisers last Wednesday, there were a few stalwarts who wouldn't have anything to do with my premise that the traditional model of branding is broken. The next day,...
View ArticleP&G’s Strategic Review of Brands Isn’t Really Strategic
The Wall Street Journal today reported that Procter & Gamble’s new CEO, Robert McDonald, had put a number of brands on notice that they had to improve results or risk being sold off.read more
View ArticleBalancing Luxury, Tiffany Style
Luxury brands face a difficult challenge: they must be exclusive, and usually expensive, to maintain their elite status. At the same time, a brand that has extremely limited distribution may not be...
View ArticleBrand Platforms Are like Political Ones
Earlier this week I posted some key takeaways from the keynote speakers and panelists at the Southern California Business Growth Conference. As a panelist on the marketing track, one of the things I...
View ArticleChauncey Zalkin
Chauncey Zalkin is a freelance writer, brand strategist, and longtime trends and insights expert, currently based in Barcelona.read more
View ArticleCould Pabst Be Too Cool?
Pabst Blue Ribbon ("PBR") is a 100 year old+ beer brand and one of 25 labels just bought by an investor renowned for his ability to make old brands profitable again. I want to give him the benefit of...
View ArticleIngmar de Lange
Ingmar de Lange understands how brands can stay ahead of the curve. He is well experienced with marketing techniques needed for contemporary domains, such as social media, brand utilities and product...
View ArticleThe Joy Luck Club Method to Brand Strategy
I’ve finally gotten around to reading “The Opposite of Fate: A Book of Musings,” a book released quite a while ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen...
View ArticleWhy Not Operationalize Brands? Part 2
In a postearlier this week, I started to address why some companies don’t operationalize their brands. I suggested that there are 3 kinds of business leaders who fail to leverage the full potential of...
View ArticleMuseums: The Past As Prologue
Chicago's Museum of Science+Industry (“MSI") is running a contest to pick somebody who'll literally live inside the place for a month later this year, in hopes that the winner will help promote it to...
View ArticleWalter Dermul
Walter Dermul is an independent brand strategy consultant who strongly believes in integrated, holistic marcom. Due to his training as a psychologist, he has been constantly preoccupied not only by...
View ArticleCreating Loyal and Motivated Customers through Brand and Design Strategy
Customer retention comes down to one simple thing: Having a good reason to stick around. In this presentation for the banking / finance industry I argue how brand and design strategy is not only...
View ArticleInnovation Strategy as Brand Strategy
Brand strategy is changing: From creating a unique story around a generic experience to designing a unique experience that tells its own story.In a recent panel featuring four of Norway’s most...
View ArticleMarmite vs Oxo: A Tale of Two Brands
Why do some brands make it into your basket while others stay on the shelf? What makes us want to buy one and not the other? Is it solely their inherent quality or is there something else at stake? A...
View ArticleThe Next Wave: Brand-Led Sustainability Strategy
Review just about any public company’s sustainability report and chances are, you won’t see a mention of how sustainability extends to the brand level. With some exceptions like Marks & Spencer,...
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