How Under Armour Forgot The First Rule Of Brand Strategy
Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for ...
Brands Must Take The Risk Out Of Buying
The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything. It is, however, a big shift in how consumers ...
Brands Must Take The Risk Out Of Buying
The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything. It is, however, a big shift in how consumers ...
Harley-Davidson’s Brand Problem Is Bigger Than Its Bikes
Financial geniuses on Wall Street appear to be happy that there is new leadership at Harley-Davidson, Artie Starrs as CEO. As with the appointment of the previous CEO, Jochen Zeitz, analysts and those with significant ...
Solving Business Problems Through The Lens Of Brand
Most companies lose momentum because their best thinking cannot get through the organization. The strategy is understood in the room, but not in the field. The portfolio makes sense to leadership, but not to the ...
When A Nation’s Brand Comes Under Pressure
What happens to a country’s brand when the story it’s spent decades building is reframed overnight by global press, mistaking proximity for understanding? It’s not hypothetical. Across the Gulf and beyond, businesses and institutions are ...
When Honoring A Brand’s Past Means Changing Its Future
For more than twenty years, The Blake Project carried the same identity into the world. It was there when we opened our doors in 2003. It appeared on our first proposals, our first client deliverables, ...
When Honoring A Brand’s Past Means Changing Its Future
For more than twenty years, The Blake Project carried the same identity into the world. It was there when we opened our doors in 2003. It appeared on our first proposals, our first client deliverables, ...
AI Has Not Replaced Brand Emotion. It Has Moved It.
AI has put an end to emotions in marketing, we are told. Just look at what LLMs rely on in making brand recommendations. It’s all about facts. Not about emotions. An analysis by Digital Bloom ...
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 ...