How Brands Can Avoid the Category Trap
Anthropic, OpenAI, Google, and Perplexity are in a dog fight for ownership of public AI assistants. Each wants…
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Brand Strategy
191 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.
How Emerging Brands Can Prepare for Global Markets Through Cultural Intelligence
You’ve built a solid foundation in your local market. Your audience understands your value, your product has traction,…
Inside the Decision to Rebrand Grammarly as Superhuman [Exclusive Interview]
Grammarly is changing its name to Superhuman after buying Superhuman Mail and launching Superhuman Go. Instead of just…
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…
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…
