Customer Journey Mapping as a Brand Strategy Tool
The most enduring brands aren't built through clever advertising alone—they're created through carefully orchestrated experiences that connect emotionally with customers...
Marketing
The ROI of Brand Strategy: Making the Business Case to Leadership
For many executives driven by quarterly results and shareholder expectations, brand strategy investments often encounter skepticism. The common refrain—"We need...
Building Brand Consistency Across Digital and Physical Touchpoints
The modern customer journey rarely follows a straight path. People encounter brands through myriad touchpoints—scrolling social media feeds, walking past...
Rebranding Case Studies: Lessons from Both Failures and Successes
The decision to rebrand represents one of the most significant strategic moves any company can undertake. When executed well, rebranding...
Brand Strategy vs Marketing Strategy: Understanding the Critical Differences
In the complex world of business development, two terms often used interchangeably are brand strategy and marketing strategy. However, treating...
The Psychology Behind Successful Brand Positioning
In today's crowded marketplace, brands constantly compete for consumer attention. What separates the memorable from the forgotten often comes down...
Measuring Brand Equity: KPIs That Actually Matter to Your Bottom Line
The concept of brand equity often exists in a paradoxical state within organizations—universally acknowledged as valuable yet frequently misunderstood and...
Brand Architecture: Organizing Your Portfolio for Maximum Market Impact
When companies expand beyond a single offering, they face crucial decisions about how their various products and services should relate...
How to Develop a Brand Strategy Framework That Actually Works
Creating a remarkable brand requires more than an appealing logo or catchy tagline. Successful brands stand on solid strategic foundations...
What is Brand Strategy? A Comprehensive Guide for Marketing Professionals
Brand strategy is not something that will happen to you by chance: it requires planning, deep audience insight, and a...
