The Swiss Paradox: Why Swiss Brands Master Products but Undervalue Creative Branding
Switzerland is a nation synonymous with precision, craftsmanship, and quiet luxury. Its watches define global standards, its banking…
Browsing Category
Brand Strategy
188 posts
Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.
The New Rules of Foodservice Supplier Branding (and Why They Matter)
Over the past two decades, I’ve partnered with restaurant operators across the spectrum from emerging concepts to national…
What Type of Brand Are You? The 5 Main Brand Positioning Types You Should Know
With so many brands competing for attention, it’s no longer enough to offer products or services. Brands need…
Rethinking Branded Merchandise: How to Make It More Sustainable (and Actually Useful)
The global promotional products market keeps growing. It was $84.1 billion in 2021, is expected to reach $97.4…
Café Lacoste: A Perfect Execution of Brand Extension, From Product To Space
A few months ago, the French sports fashion company Lacoste made its debut in the hospitality sector with…
15 Questions Every Brand Strategy Must Answer (But Most Don’t)
If you glance below the cover page of most brand strategies, you’ll find the usual suspects: the brand’s…
Cracker Barrel’s Rebrand Faces Backlash and Prompts Return to Original Logo [Updated Case Study]
The rebranding of Cracker Barrel has been making headlines for the past few days and is being widely…
What Brands Will Win the AI Security Wars?
As AI security enters a new phase of brand maturity, building deeper trust is the new firewall. A…
What Happens When You Turn 800 Years of History Into a Sonic Brand Identity? Leffe Shows Us
About a year ago, Leffe chose to refine its brand experience by adding a new sense to its…
Branding for Startups – How to Do It on a Budget
A few months ago, I attended a business conference for startups and was surprised that the main speakers…