Nike’s Turnaround Depends On Segmenting By Need, Not Category
It appears that Wall Street is disgruntled with Nike’s inability to perform according to its long-time mantra: Just Do It. The Nike brand turnaround is apparently taking too long for those who desire immediate financial ...
Healthy Brands Begin With Strategic Integrity
The invocation of values is a hallmark of enterprise positioning. Yet on its own, a values statement means very little — and can actually do harm to a brand’s reputation and thus its worth. Without ...
When Brands Market To Algorithms, Not People
When it comes to AI and jobs, Boston University law professor James Bessen defined the terms of the debate in a 2015 paper published by the International Monetary Fund (IMF). Bessen declared that technologies don’t ...
When Growth Becomes A Brand Liability
Growth is often celebrated as proof that an organization is moving in the right direction. More clients, more opportunities, more momentum, each reinforcing the belief that the organization is moving forward. All are typically read ...
Marketing Rarely Fails On Its Own
Marketing rarely fails on its own. It reveals where purpose is being treated as language, and where it’s being treated as a discipline. When a campaign underperforms, most brand leaders look to adjust the marketing ...
The Distinction Between Brand Power And Brand Greatness
As we approach America’s 250th birthday, our celebrations reflect on the greatness of our country. Inherent in our celebrations is the belief that America is a great land. America is a great brand. As Americans, ...
How Brand Mismanagement Brought Allbirds Back To Earth
Allbirds, the sustainable sneaker brand once the de rigueur shoe for Seattle and Silicon Valley Techs, has sold its assets and intellectual property at a shocking discount. The once high-flying sneaker brand has finally lost ...
Why Clarity Isn’t A Communication Problem
Just notice something. Think of a team you’ve been part of. Or maybe the one you’re in right now. And ask yourself, honestly: does it feel clear? Not organized. Not busy. But clear. Many of ...
Brand Architecture: A Strategic Mandate For Paramount And Warner Bros.
Entertainment and brand architecture are now front and center as the Paramount-Warner Bros. merger unfolds. New York Magazine has a story about David Ellison and what Mr. Ellison may or may not do with Paramount ...
Brand Architecture: A Strategic Mandate For Paramount And Warner Bros.
Entertainment and brand architecture are now front and center as the Paramount-Warner Bros. merger unfolds. New York Magazine has a story about David Ellison and what Mr. Ellison may or may not do with Paramount ...