Why Timeless Brands Win in a World Addicted to Now
How do brands stay meaningful in a world addicted to now? It’s not a rhetorical question. It’s the…
Who’s Branding Whom? How AI and Algorithms Quietly Shape Your Brand’s Identity
I am pretty sure that you all, at least some times in your life, must have felt that…
A Complete Guide To Brand Awareness, From Theory to Practice
Before we start this article, I have a question for you: can you name your favorite brand right…
The Power of Authentic Greek Identity: How Greek Brands Can Stand Out Globally
In today’s crowded global marketplace, how can Greek businesses truly stand out and connect with consumers? The key…
Mascots in B2B: The Secret Weapon You’re Probably Ignoring
When I think of mascots, I think of Japan, sports teams, Smokey the Bear, and Clippy. But if…
5 Ways Brands Can Adopt Reusable Packaging Solutions
Packaging, often called ‘the silent salesman’, is a crucial part of a brand’s product and branding strategy. However,…
7 Brand Moves For A Troubled Economy
In October of 1980, The Conference Board (the business and economics organization focused on corporate governance, HR, business ethics, global corporate citizenship and corporate performance) held a conference titled “Marketing Under Economic Adversity.” The title is apt for today as we are experiencing enormous economic and fiscal uncertainty. There appears to be declining consumer sentiment. Consumers are changing shopping behaviors, cutting back on more conspicuous consumption products. Prices are on the rise to cover the...
Brand Moves Must Stay Central To The Value Proposition
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 want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Nothing matters unless it is central to a brand’s value proposition. Lots of things come and go in marketing. Fads and trends, new books and concepts, innovative ads and inventive...
The Invisible Power Of Brand Consistency
A strategic take on consistency as a trust-building engine—beyond visuals, it’s about meaningful repetition to earn credibility. Consistency: True Guardian of Your Brand In a saturated market where everyone is trying to stand out, consistency is often the invisible force that makes all the difference. More than a visual concern, it’s the guardian of your brand—it shapes perception, builds trust, and amplifies your marketing efforts. Think of your brand as an orchestra, each instrument representing...
How Tesla’s Brand Image Shields Its Low Quality Issues
Let’s put the rhetoric and posturing aside for a moment. There is a brand issue with Tesla that continues to create a serious problem. Tesla continues to score poorly on J.D Power Initial Quality Surveys (IQS). The J.D. Power Initial Quality Survey assesses problems new owners experience within the first 90 days of owning their new vehicle. The J.D. Power Initial Quality Survey looks at problems per 100 new vehicles. The 2024 industry average is...