6 minDon't give me a plan for tomorrow. I want sales today! How to get the boss to see the value in brand planning when they want results now I recently sent out a survey to my community of brand...
2 minHow to choose your ideal target consumer segmentAre you grappling with the fact that you have more than one actual or potential target consumer segment? Groups of people who do or may...
3 minDoes your brand stand out in the sea of sameness?When I am creating or evolving a brand positioning with a client, church bells generally ring when we crack the consumer target and...
6 minHow to uncover more meaningful insights to build a stronger brandClashing two need states to unlock positioning opportunities Let's take off your marketing hat and step into your consumer shoes for a...
3 minTop tips for an efficient but robust Strategic Brand Planning processTaking time away from business-as-usual to complete a strategic brand plan is often seen as a luxury or a resource burden for many...
7 minSlow & steady no longer wins the race. How to keep your brand relevant in turbulent times.How brands can balance their strategic endurance with the need to remain relevant & agile in today's rapidly changing world.
6 minIs the Need for Speed Killing Strategic Brand Management? It doesn’t have to!How to protect your brand's strategic endurance while maintaining the sprint pace required in today’s digital world.
4 minThe 'Curse' of the Icon Brand. 10 tips on how to stay relevant without letting go of the past.Managing an icon brand is a great privilege as a marketer. Being the caretaker of a brand that is woven into the fabric of a consumer’s...
6 minCan't crack a creative idea? Before you blame the agency, you should take another look at your briefYou've been through multiple rounds of creative or media development, and you just aren't cracking the brief? Your agency and your team...
4 minUnleashing your Intrapreneur. How to act like an Entrepreneur within a Large Corporation.I love hearing about the inspirational stories of entrepreneurs who stumbled across an unmet need or problem as they went about their...
4 minBrand Personality is the “new” meaningful point of difference. So how can you dial up yours?In mature markets, finding a meaningful point of difference using a product attribute, rational or emotional benefit is becoming...
3 minThe Sustainability Debate - Protect the Turtles or the Profit?The sustainability debate has officially peaked with Budweisers Brewed by Wind spot during this years Superbowl. ...
5 minWhat Do Consumers REALLY Want? And How Can Marketers Find Out?What consumers say they do is usually very different from what they actually do. So how can we leverage this contradiction to uncover...
5 minThe Rise of Small Brands....and What Big Brands Should Do About It.I love a killer fact! And the one I pulled from a recent McKinsey study really got me thinking………. “...the top 25 manufacturers are...