The Age Of Average Brands
In the early 1990s, two Russian artists, Vitaly Komar and Alexander Melamid, took the unusual step of hiring a market research firm. Their brief was simple. Understand what Americans desire most in a work of ...
The Four Warning Signs Of A Declining Brand
Jack Welch, renowned CEO of General Electric, used to say that your business should be #1 or #2 in your market. If not, get out. This belief was derived from the famous PIMS work begun ...
PepsiCo’s New Definition Of Relevance
In 1967, the song “San Francisco” by Scott McKenzie described “a whole generation, with a new explanation.” The line still captures a central challenge for brands today. Customers continually redefine what they want from the ...
The Decisions That Make A Brand Coherent
Some of the most consequential decisions a brand makes never arrive looking consequential. They appear as cost decisions. Growth plans. New operating models. Policy changes. Shifts in KPIs. Over time, these choices accumulate into patterns ...
AI Is A Platform Shift, Not A Brand Advantage
The buzzword in marketing right now is AI. Well, acronym, that is. But either way, AI is all the rage. Every firm of every sort is working hard to incorporate AI into every process, every ...
AI Is Not A New Marketing Problem. It Is A New Brand Interface.
Perhaps the most interesting thing about AI is that it is new yet nothing new. AI is certainly new to marketing, and bringing all sorts of new challenges with it, although it may not be ...
The New Rules Of Brand Engagement
With audience attention becoming increasingly fragmented across platforms and formats, visibility alone is no longer sufficient to ensure meaningful engagement. Brands continue to produce a high volume of content and activations, but the gap between ...
Why Iconic Brands Need To Earn Permission To Change
Ferrari’s recent introduction of the Luce, its first fully electric four-door model, has sparked exactly the kind of controversy one might expect from an iconic brand. Just as the Jaguar rebrand did, and many others ...
How Financial Engineering Destroys Brand Value
Claire’s, the tween accessory retailer, is in turnaround mode. Again. Claire’s is hoping to pierce the boredom barrier among its target audience of not-yet-teenage girls. The Wall Street Journal wrote a glowing review of Claire’s ...
Why Checkout Abandonment Is A Brand Problem
The standard diagnosis of checkout abandonment treats it as an engineering challenge. Forms are too long. Payment methods are missing. The mobile experience is too slow. Fix the mechanics, recover the revenue. This logic has ...