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 ...
The Un-Conference: The Human Advantage In An AI World
AI can create content. It can analyze markets. It can generate ideas, optimize campaigns, personalize experiences, and increasingly act on behalf of customers. But it cannot decide what a brand should stand for. It cannot ...
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 ...
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 ...
Brand Positioning That Improves The Economics Of Growth
Most leaders understand positioning. They know their brand needs to stand for something clear, relevant, and defensible in the minds of the people most important to its future. That is clear. However, problems arise when ...
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 ...
Why Great Products Fail Without Market Engineering
Each year, research firms such as CB Insights analyze why both startups and new products from mature companies fail. On average, about 80 percent of VC-backed startups fail (and those are the best of the startup ...
Why Brand Strategy Needs A Simulator Now
Most mid-market leaders are not short on ideas. They are short on confidence. They are being asked to move faster with less certainty, make bigger bets with less room for error, and separate useful AI-enabled ...
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 ...