Brands Have to Eat the Elephant or Leave the Room
Tackling a weakness or challenge head on is one of the most storied successes in marketing. But when can we eat the proverbial elephant and when is it better to just change rooms? ...
Brand Strategy
Pick a Fight You Can Win: Mentioning Competitors in Your Ads
Comparison ads are as old as the industry itself, but when is it ok to mention competitors or pick a fight? ...
6 Things I Wish I Knew When Starting As a Strategist
There are lots of things I wish I had known when I began as a strategist, but here are the 6 biggest lessons...
The Age of Adapted Nostalgia
Brands already rely heavily on nostalgia, but what happens when we can edit the past with AI? ...
Framework: How to Build a Brand?
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in Brand Strategy
How do you build an effective brand? Construct it like an operating system & activate it like an API. An introduction to the BrandOS / BrandAPI framework of brand planning. ...
Research: What Shapes Brand Relationships with Consumers?
What do consumers really want from a brand relationship? My research shows how relationships need to shift with different consumer demographics, markets and sectors...
Research: Can Today’s British Challenger Brands Become Cultural Classics?
Is it possible to become a Classic British Brand? What about the monarchy? This research highlights where different British brands stand on impacting culture....