Soporte

If you glance below the cover page of most brand strategies, you’ll find the usual suspects: the brand’s…

Why do some brands spark passionate debates while others are quickly forgotten? The answer lies not in what they embrace, but in what they boldly reject. The best brands aren’t built by trying to be everything to everyone. They’re built by drawing a line. In a crowded marketplace, it’s not enough to say what you stand for; you need to be bold enough to say what you stand against. This is the power of a...

It’s always important to have a deep, unvarnished understanding of your brand. This clarity is what allows leaders to make smart decisions, inspire confidence, and build trust inside and outside the organization. One must: Know its qualities and strengths. Acknowledge the organization’s accomplishments. Nourish a positive vision of the business’s future. However, at the same time, the pathway to sustainable growth can be unwittingly compromised by the absence of unflinching, critical, self-examination and regular reality...

How do prehistoric oceans have anything to do with business in 2025? Because a story that played out there is repeating itself today. Here’s why: 66 million years ago, a creature called the ammonite filled the seas. These crustaceans had super-thick, tightly coiled shells that protected them against ghastly predators like dinosaur fish. They’d evolved over tens of millions of years to have these outstanding defenses. There were over 10,000 species of ammonite, ranging from...

Marketing is in trouble and has become its own worst enemy. Over the past few decades, the discipline has evolved into a trade, rather than a profession, focusing on managing and executing marketing communications. This trend is demeaning. The industry is in love with the increasing number of communication channel opportunities, such as social media, entertainment, events, online, and so on. However, communications channel management is distinct from marketing management. Marketing is about managing the...

Kraft Heinz recently announced a planned split into two separate companies with the goal of improving operating performance and accompanying shareholder return for each of the successor entities. This announcement has generated significant coverage in the business and financial press, with much of this coverage focusing on the challenges Kraft Heinz has faced related to changing consumer tastes and preferences. Additionally, many other companies in consumer products have lamented recent softness in consumer spending across...

How do we tell the difference between what we feel and what we know? Many of us fear this question, particularly in the workplace, because it reinforces the conclusion that there is a firm line between emotion and rationality. Emotion, however, is a form of knowledge as well as a barometer of intelligence. In a productive organization, emotion is an essential component in the formation of strategy. We’ve learned this from branding. Expressing feelings has long lived in the realm...

Where are you eating this evening? Where are you meeting friends for appetizers and a drink? Where are you having lunch? The buzz in the restaurant business is that casual dining (easy-going sit-down, table service, tip for the wait staff) is having a moment while fast food (ex., McDonald’s) and fast casual (ex., Chipotle) are in the midst of slowdowns. The problem may be that to protect margins, fast food, fast casual, and certain casual...

Ok. I’m going to hold my hands up and admit something. Until about a week ago, I had no idea who or what Cracker Barrel was. Now, I know that may come as some surprise to my friends over in America, but the Cracker Barrel brand really wasn’t a thing over here in the UK. It turns out, it was quite a well-known and well-loved brand over there in America. I say well-loved, but it...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: Statistical significance is a perilous safeguard in marketing. Most marketing researchers don’t understand the concept of statistical significance. So, marketers — and planners and buyers — can be forgiven for misunderstanding it, too....