When Website Performance Becomes Marketing’s Weakest Link
Marketing teams have become exceptionally sophisticated at acquiring traffic. Media efficiency improves each year. Creative testing is constant. Audience targeting continues to evolve. But an overlooked constraint often sits immediately after the click. When website ...
The Kraft Heinz Pause: Financial Strategy Or Brand Strategy?
Kraft Heinz is having another “brand-wagon moment.” Its new CEO, Steve Cahillane, announced that the organization would be postponing the previously announced split into two separate companies. This was a split that Wall Street hailed ...
Revive, Reframe, Or Retire: The Strategic Choices For Memory Brands
I have a special spot in my heart for Memory Brands, because I have worked on so many of them and found them to be rather misunderstood. Memory brands are not smaller benchmark brands. They ...
Revive, Reframe, Or Retire: The Strategic Choices For Memory Brands
I have a special spot in my heart for Memory Brands, because I have worked on so many of them and found them to be rather misunderstood. Memory brands are not smaller benchmark brands. They ...
Revive, Reframe, Or Retire: The Strategic Choices For Memory Brands
I have a special spot in my heart for Memory Brands, because I have worked on so many of them and found them to be rather misunderstood. Memory brands are not smaller benchmark brands. They ...
The Most Underutilized Competitive Advantage: Brand Culture
The Seattle Seahawks won the Super Bowl, as we all know. Numerous video recaps of the game, a wide variety of articles, and a lot of insights from observers, sports analysts, and Monday-morning quarterbacks focused ...
The Brands That Stay Closest To Customer Problems Win
Decades ago, in the annals of advertising agency history, BBDO had an approach to creating winning communications. It was called The Four Point Process. The Four Point Process was a really big deal because, at ...
Heritage Brand Strategy: Four Types, Four Distinct Strategies
Today, heritage brands occupy a difficult position. Squeezed between private label that sets value and insurgent brands that speak to values. Having worked on several, I have found that they often take the same approach ...
Every Product Is A Mirror Of The Organization That Built It
In 1968, computer scientist Melvin Conway made an observation that’s been shaping how we understand teams and technology ever since: Any system’s design will reflect the communication structure of the organization that created it. Engineers ...
The Strengths And Weaknesses Of The Category Benchmark
Category Benchmarks are the reference point for the category. They define quality expectations. They anchor price ladders. They shape what “normal” looks like. They are widely distributed, culturally familiar, and top-of-mind. Their risk is gradual ...