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Sock It to Me
Today’s customers believe that you are what you buy.
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Third Place Displaced
Maintaining a clear strategic narrative while adapting to market shifts is essential for preserving brand identity.
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You Are What You Buy
In commoditized industries, the stories brands tell have become as vital as the products they sell.
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Differentiate or Die
Not only does Frontier Airlines’ undifferentiated positioning invite comparison, it fails to deliver on its brand promise.
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Earn Your Lightsaber
Effective partnerships enhance a brand’s own story. In too many instances it replaces it wholesale; a brand must know how to stand on its own before it can truly leverage the power of another.
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Going Retro The Right Way
There’s obvious power in human memories. People find comfort in nostalgia. It can be a deep emotional connection between brands and consumers, and many organizations invest just as much in reviving older brands as they do in predicting new trends.
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If Your Brand is Customer-First, Then Why Am I Still on Hold?
Maybe it’s time to admit that it’s not pandemic-related: most brands really just don’t care about their customers
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Kill Your Darlings
When Your Brand Becomes the Monster It Set Out to Destroy.
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Prescription: Prioritization
Mary Scheurman is dead because Publix cares more about revenue than people.
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Caught at a Customer Crossroads
How brands can navigate changing customer expectations by staying true to their core values while adapting strategies.
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Suffering From Premature Gratification?
People may think they want instant gratification, but what they’re really looking for is enduring satisfaction.
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The Limitation of Imitation
The importance of authenticity and original storytelling in building trust.
