brand strategy

Brand strategy is changing: From creating a unique story around a generic experience to designing a unique experience that tells its own story.

In a recent panel featuring four of Norway’s most prominent CMOs, there was an agreement amongst several that their brand strategy was increasingly becoming an innovation strategy rather than a communications strategy.

Customer retention comes down to one simple thing: Having a good reason to stick around. In this presentation for the banking / finance industry I argue how brand and design strategy is not only underused in the category, but also, if used properly, can represent a cost effective way of creating loyal and motivated customers.

Chicago's Museum of Science+Industry (“MSI") is running a contest to pick somebody who'll literally live inside the place for a month later this year, in hopes that the winner will help promote it to the outside world.

In a post earlier this week, I started to address why some companies don’t operationalize their brands. I suggested that there are 3 kinds of business leaders who fail to leverage the full potential of their brands.

I’ve finally gotten around to reading “The Opposite of Fate:  A Book of Musings,” a book released quite a while ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen God’s Wife. Like all of her other writings, this book has been a delight to devour. Not only has it entertained me and helped me understand Tan (and therefore myself), but also it has inspired me. Tan includes many insights about story-telling and communication in general which I believe can be applied to developing brand strategies.

Pabst Blue Ribbon ("PBR") is a 100 year old+ beer brand and one of 25 labels just bought by an investor renowned for his ability to make old brands profitable again. I want to give him the benefit of some dim insights, though it's proving much harder than I expected.