The Problem With Product-Led Brand Turnarounds
Peloton, Kohl’s, Target, General Mills, Macy’s have something in common. These brands are engaged in brand turnarounds. Some of these brand turnarounds are brand turnaround-turnarounds, led by smart executive teams, some with new CEOs who ...
How Established FMCG Brands Can Counter Insurgent Brand Threats
Bain publishes a good analysis every year of so-called insurgent brands in the U(fast-moving consumer goods) market. For the past few years, these small brands have captured a disproportionate share of annual growth. This year’s ...
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 ...
The Resurgence Of Brand Loyalty
Amazing about face. In a world where deals and promotions abound, where “conquesting and conquering” customers has become the modus operandi (viz, the streaming brands, the automotive industry) and where value continues to be equated ...
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 ...
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 ...