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Can Trust in a Brand Be Revived?

The question is… can trust be revived in a brand that is seriously damaged? Almost every year there are brands that amaze us with incredible stupidity… mostly generated by a drive for bigger sales...

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Tesla Drops “Motors.” What’s Next?

Tesla just announced that it is dropping “Motors” from its name to signal that it’s moving into  businesses other than cars. They will, at least in the foreseeable future, be an unparalleled...

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United Airlines… It Could Have Been Me or You.

When a brand has a problem, and all brands do at some point or another, people process the nature of the flaw differently. If it touches them… they react very personally. Key media platforms, like...

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Brand Strategies are Changing – 8 New Rules

There has been a fundamental shift in how brands are perceived and the value they provide. This is true in consumer and corporate brand arenas alike. There is truly a “different world” emerging in how...

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Reinvention is the Key to Sustaining a Brand

The tragedy of the day is Sears. They are nose-diving with no end in sight. After comparable store sales falling off between 16-17% in 2017, no one can see a way to reverse this trend. Wall Street ‘s...

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“Brand Congruence” Offers a New Path to Securing Loyalty

The erosion of loyalty in the workplace is pervasive, especially among millennials. This is the result of organizations not providing ways for employees to see meaning and purpose in their role and in...

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Why Brand Architecture is a Critical Strategic Imperative

Brand Architecture is a key strategic tool to organize a business so that audiences will understand what you offer and how they can engage. The rules for organizing brands today are evolving. There are...

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Brand Valuation – Leveraging Brand Value to Increase Revenue, Lower Cost, and...

Brands have value, sometimes quite a bit. There are ways to measure and leverage this value to grow business. In the last two decades, there has been significant work in refining methodologies to both...

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The Investment Management Brand Imperative

Build a great differentiated brand or drown in a sea of sameness. Today having a strong investment management brand is not a nice to have, it’s an imperative. For years building an investment...

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Differentiation: The Key Challenge For Professional Service Firms

It is tough enough to stand out from the crowd when you sell something tangible – a product. But it is exponentially harder to distinguish your business from its competitors when what you sell is...

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