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 ...
Most Advertising Problems Are Not Advertising Problems
There is much angst about the state of advertising. Various commentators in the industry and in the general media have bemoaned a creativity crisis, which is attributed to everything from short-termism to artificial intelligence to ...
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 Link Between Brand Vision And Enduring Profitable Growth
A brand needs a vision. A brand vision is not just an idea. A brand vision is a determined goal. A brand vision is your definition of a future world in which your brand will ...
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 — ...
When Website Performance Becomes Marketing’s Weakest Link
Marketing teams have become exceptionally sophisticated at acquiring traffic. Media efficiency improves each year. Creative testing is constant. Audience targeting continues to evolve. But an overlooked constraint often sits immediately after the click. When website ...