How a brand crisis plays out in Red states vs. Blue states
Getting brand strategy metrics right
Most CMOs and their CEOs would agree that brand equity is a valuable corporate asset because it contributes to revenue growth, margin, and stability that would otherwise not materialize. If so, growing brand equity with a high ROI should be the governing objective of brand strategy. This requires a brand measurement system that gets brand […]
Industry Spotlight: The Polarization of Automotive Brands
How to create a brand that feels personal
How to create a brand that feels up-to-date
How to create a brand that feels reliable
How to create an inclusive brand
How to create an inclusive brand that advocates and empowers the consumer
One for all and all for one; inclusive brands are the rallying cry for a welcoming world where any and everyone feels included and valued. Inclusive brands celebrate what makes us unique and special and gladly accommodate consumers with a myriad of options not commonly found in the marketplace. This is part 2 in the BERA […]
How to create an up-to-date brand that continuously gets consumer attention
Humans are curious beings, and everyone is attracted to the latest and greatest; an up-to-date brand delivers a product and experience that makes buyers feel they are getting their money’s worth and showcases excitement and innovation in their brand presence. Up-to-date brands are leaders in their category. They show up culturally and contextually–they understand what’s […]
How to create a brand that resonates with today’s consumers and feels authentic and real
What do Burt’s Bees, PayPal, Crayola, AAA, Intel, and Amazon have in common? They put themselves out there in bold and engaging ways and let their customers know exactly who they are and what they represent. They look out for their consumers’ interests and care deeply about customer experiences. They own it all–the good, the […]