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 ...
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 ...
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 ...
Think Of Positioning Your Organization’s Brand Like Raising A Child
For C-suite leaders facing massive disruption whether from AI, tariffs, or global realignment the question of brand positioning is no longer just a marketing issue. It falls on the shoulders of senior leaders to guide ...
How AI Is Reshaping The Consumer–Brand Relationship
Consumers are using AI as a brand hack. Which says as much about consumers as AI. None of which is good for brands absent significant innovation. In the past, there has been an inherent — ...
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 ...