Here’s a hypothesis:  There are essentially nine different types of brands and you can jumpstart the development of your brand strategy by identifying the one that’s right for you. I’ve developed this hypothesis after working on brands for over 25 years.  I’ve come to realize that there is a finite number of brand types or […]

Pivoting can be a start-up’s smartest move or the last nail in its coffin.  For every Twitter (which started as a podcast subscription network before its founders realized that iTunes would quickly overtake them, so they turned their attention to microblogging), there’s a Color (a photo-sharing cellphone application whose founders tried unsuccessfully to pivot into […]

James Surowiecki’s column in The New Yorker last week, Twilight of the Brands, seemed to suggest that brands are dying.  He argued that the usefulness of brands has decreased given that “consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos.” His observations about […]

Earlier this week I posted some key takeaways from the keynote speakers and panelists at the Southern California Business Growth Conference.  As a panelist on the marketing track, one of the things I said during the “Brand Implementation & Impact: Bring your Brand to Market” session seemed to spark some interest of its own – […]

Later today I will be presenting the new strategic brand platform to the Board of Directors for an organization I’ve been working with.  I thought I’d take this opportunity to share my approach to brand strategy. […]