Consumer Research That Actually Brings Brands Closer to People
Nike. Starbucks. Bumble. The list can go on. It still surprises me how brands that were once so…
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Brand Strategy
196 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.
What Patagonia’s Lawsuit Against Pattie Gonia Reveals About Modern Brand Ownership
Outdoor apparel giant Patagonia has found itself at the center of an unexpected brand controversy after filing a…
Internal Branding: A Complete Guide for Building Your Brand From the Inside Out
What internal branding really means, why it matters more than ever, and how to make it work in…
Why the Seasonal Method Deserves a Seat at the Brand Strategy Table
Let’s start with the obvious: the seasonal palette method has a reputation problem in brand strategy circles that…
The Best Design You Will Ever Experience Makes You Feel Something You Cannot Explain
Designing for people means disappearing completely into what they need to feel. The best design you have ever…
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…
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…
