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Brand Management

Brand Management

Jonathan Paisner shares the first article in a series of three that highlights the symptoms, causes and cures for a broken brand. Like the proverbial frog in boiling water, companies generally don’t jump into a brand that is confusing, misaligned, antiquated or irrelevant. But left unchecked, the steady trickle of strategic shifts, shiny new technologies, sub-brands, extensions, acquisitions, special cases and other everyday adaptations can conspire to turn the corporate brand into as much a hurdle as an asset.  So…
David Hensley shares a post that breaks down the steps of refreshing a brand.   We are often called in to advise on whether and how to refresh B2B brands, and even ‘should we change our name?’ Our advice is always that it depends on the circumstances. Has the product offer changed significantly? Has the nature of your competitive advantage changed? Are  your customers becoming less loyal to your brand? Are you addressing new markets for whom your name or visual…
David Edelman shares an article that extols the benefits of video as an effective business communication tool.   “When you buy a new car, do you really want to learn about it from a 300-page manual, or would you rather have a curated curriculum of two-minute videos that you work through at your own pace, which are not only tied to your specific car, but also reflect learning about your own dealer’s services, the add-ons you personally purchased, and questions…
  In response to the recent news on how many brands approached this year’s Super Bowl ads, Jennifer Hartz shares an article that highlights corporate responsibility in action.   Two stalwart Super Bowl brands and commercial rivals are skipping 2021 game ads. On February 2nd, amidst a global pandemic and national division, millions will watch Super Bowl LV! The 2020 vs 2019 Champions, Kansas City Chiefs vs Tom Brady…. I mean the Tampa Bay Buccaneers…. will face off with the NFL’s…
  In this inspiring podcast, Susan Hamilton Meier and Ross Swan talk about how leadership sets the tone and direction of a brand.  Branding requires leadership. One can start or have a company with great products or services and doing well in the market. But a brand can be nebulous or inconsistent and it really requires a top-down perspective to define what is it that ties all the products, the people behind it together and what the brand stands for….
  Toopan Bagchi identifies the importance of  building segmented brand management teams to maximize marketing capabilities and effectiveness.   In a continuously disrupted landscape, many retailers are realizing the potential for private brands to not only improve margins, but to also attract customers, build baskets and drive loyalty. However, given retail’s traditional reliance on CPG companies to develop and cultivate brands, capabilities around true brand management are often limited.  Retailers leaning in on private brands would be wise to establish and…
  Ben Dattner and Tomas Chamorro-Premuzic explain why the opinions of others shape our personal ‘brand’ and how to shape our digital personas for the best possible results in this article published in Harvard Business Review. Who am I, really?’ Philosophers, psychologists, and neuroscientists – not to mention poets and artists — have been trying to answer this question for centuries. The good news for business leaders is that they don’t need to turn into armchair psychotherapists, or get an…
  Jonathan Paisner shares his expert insights on branding in this new video series. This week, a 150-second overview of The Branded House vs. The House of Brands. There is a little bit of brand in everything your business says and does. We’ve created this series to give you a little bit of brand thinking to inject into your business strategy, and help you make smarter decisions. So today, let’s spend the next 150 seconds talking about brand architecture.  …
  In this detailed article, Surbhee Grover identifies the decision-making inputs and new market approaches that will be required to survive in the new economy. For entrepreneurs, coming out of COVID-19 isn’t the end of a crisis. It’s the beginning of a new way of thinking about their approach to product-market fit, financing, marketing and go-to-market strategies. And for some, will be a time to reflect on their personal approach to risk. The exponential pace of change to society will…
  Susan Hamilton Meier shares her thoughts on the merger of analytical and creative thinking and the processes and tools she has designed to help teams problem-solve more creatively. I turned up at the Boston Consulting Group, probably as the only hire who had never opened a spreadsheet before, so that was interesting, and I ended up, by virtue of that, getting assigned to projects where I did a lot more people skills, so I did a lot of interviews,…
  James Black provides a comprehensive list of questions designed to help you build a marketing strategy that can help your business move forward in 2020. Entering the New Year provides a great opportunity to take a quick audit of your brand or business to identify opportunity areas in your 1) customer understanding, 2) go to market strategy and 3) marketing capabilities. These 20 questions are designed as thought-starters to help you get a sense of the state of your…