International Branding Blog – Conneting brands to the universe
Much has been written about the recent Bud Light influencer campaign, and more will be written over time. My colleagues at MASB make a compelling argument that the “boycott” in response to the campaign is unlike other boycotts and is likely to persist well into the future. They argue that brand preferences have changed in…
Read More “Lessons From Bud Light’s Brand Management Mistakes” »
Where an ad appears can sometimes communicate more than the ad itself. Keith Browning, LinkedIn’s brand marketing global lead, shared an interesting analogy a few years ago on the relative importance of content and context. He recounted an experiment by Joshua Bell, one of the top violinists in the world. One day, Joshua stepped onto…
What if you have an idea that is so disruptive, it challenges the organization just to think about it? What if there is an idea with passionate champions and proven consumer work that still feels risky to the organization? Is there a path to externalize even the ideas that seem impossible? The answer is yes,…
Read More “An Entrepreneurial Process For De-risking Disruptive Ideas” »
Wayfair CEO Niraj S. Shah recently told analysts that the Wayfair brand-business – home furnishings and décor – is “… clearly demonstrating that the Wayfair model is inherently profitable and that there is considerable opportunity in front of us to rapidly drive further margin expansion, while investing for future growth.“ About Wayfair’s progress on its…
Read More “How Leadership Marketing Drives Wayfair’s Growth” »
First Republic grew like a weed through its innovative business model. From 2011 (right after its IPO) to 2022, its assets increased roughly 10-fold. Then it went off the rails. The story holds lessons for innovators everywhere. The bank’s magic stemmed from its holistic approach to clients — rather than seeing customers as a collection…
When hiring someone or some organization to help you with your branding, be sure to know what you are seeking first. Some people think of a brand as a name or a visual identity. Some think of it as a set of messages and communications. Some think of it as an exercise in finding the…
Read More “Who Should You Hire to Help You with Your Branding?” »
Here is some brand common sense. In order to be purchased, a brand must first be considered. The original advertisements for the New York State Lottery: “You can’t win it if you’re not in it.” Well, the same goes for consideration and purchase. Common sense. Yet, a major consulting firm McKinsey & Co. has collected…
“Devoid of an ethical backbone.” This is a pretty condemning statement from Senator Deborah O’Neill – who chairs the Corporations and Financial Services Committee, which last week released a report revealing the scale of the firm’s profiteering from leaking confidential government tax plans to potential clients. “You cannot provide a level of assurance as required by our…
Perhaps the most important brand management activity is positioning the brand properly. Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day. The brand promise clarifies what the brand stands for, and it is one of the most important reasons for stakeholders to choose a particular brand. The…
Anything perceived as new to an established organization system naturally feels risky. Large companies focus huge resources to operate with excellence, so while innovation teams are often pushing forward into new spaces, the rest of the organization that has to make those ideas come to life can be naturally and properly hesitant about going after…
Read More “Managing Internal Risk Tolerances To Innovation” »
