Brand Loyalty Changes The Economics Of Growth
What do United Airlines, YUM! Brands, Kohl’s, Ulta Beauty, and Estée Lauder have in common? Their leaders are talking about brand loyalty as a driver of business performance. Yum! Brands CEO Chris Turner remarked in ...
Brand Strategy Must Change The Economics Of Choice
A Conversation With Dr. Derrick Daye on Positioning, AI and the Brand Work That Matters. Dr. Derrick Daye has spent more than two decades helping leadership teams connect brand strategy to business performance. As Founder ...
Marketing Has A Problem: Consumers Want Less
We want to stop. To quiet the noise in our heads. To resist the urge and fight the impulse. To walk away without regret and longing. We are in a cultural moment when quieting cravings ...
The Brand Turnaround Era Is A Warning Sign
Corporate jargon is pretty miserable. Executives use euphemisms and empty phrases to cover up the truth. Reading an earnings report is sometimes the equivalent of nails scratching on a blackboard. The generic puffery of language ...
Are Your Customers Loyal, Or Just Locked In?
There are brands we genuinely love choosing. They make our work easier. They help us perform better. They may even say something meaningful about who we are. In the beginning, the dynamic is simple and ...
Time Is The New Battleground For Brands
The one thing we marketers want more than anything else is people’s time. We have all kinds of metrics to track it. Indeed, it’s the thing we track most, more so than spending and usage. ...
Why Brand Promise Still Matters: Lessons From General Motors
It is difficult to avoid politics these days. Right now, both political brands are becoming parties that do not stand for anything but stand against everything or stand for everything. Having a relevant, differentiated brand ...
Trust Is The CEO’s Competitive Advantage
The role of CEO is a success label. Wall Street and investors view the CEO as the fiduciary leader who will drive an enterprise’s performance to greater shareholder financial results. The shareholder mindset tends to ...
Is AI Disrupting IBM, Or Strengthening Its Future?
There once was an upheaval at IBM; a David and Goliath moment. That was when personal computers, namely Apple, entered our landscape. The world became divided into Macs and IBM PC’s. The genericization of the ...
The End Of The Think Global, Act Local Strategy
One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and ...