Browsing: Strategy

Let’s consider the importance of insights for brands. In a world of continuous advancements in AI with its ability for…

Creating, promising and delivering value is a marketing imperative. Every brand should aim to be the best value for its…

Marketing leaders often focus on creative execution as the key to advertising success. But the most effective campaigns don’t start…

Once there was a really fun, spirited airline that flew out of Dallas, Texas. This airline positioned itself as “The…

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing.…

Poor Genrich Altshuller was an inventive genius, engineer, scientist, journalist, and author. Yet he was jailed in a Soviet gulag…

Recently, Bloomberg ran an article about Dr. Bronner’s. If you are unfamiliar, Br. Bronner’s Wikipedia page states: “Dr. Bronner’s Magic Soaps is…

So I was contacted by a young brand strategist this week, asking whether he could ask me a some questions…

Trust and confidence are closely linked and are at the base of consumer willingness to believe brand performance promises and…

Uncertainty around US economic policy is near record highs. As measured by the Federal Reserve, the index of uncertainty reached…