Branding

In this interview, we discussed the strategic and creative approach to brand-building that revolves around detecting, managing, and growing brand fandoms. How did your engagement with ESPRIT begin? Wh...

Brand storytelling is going through a renaissance. Pushed aside by performance and influencer marketing, and marred by the declining TV and print formats, brand storytelling was considered something C...

How Ritz-Carlton became a luxury icon, why Steve Jobs made “impute” his marketing philosophy, and how to use the Halo Effect for a great brand....

If 20-plus years of brand consulting have taught me anything, it’s that rebranding is (and should be) a huge pain in the arse. Taken seriously, a rebrand touches every part of an organization: It invo...

Ryanair started roasting its customers on social media. And their sales grew. Here's why it worked and how to value tradeoffs for your brand:...