Branding

Attention is like oxygen for brands. Those that capture it get a chance at life, while those that can’t wither and die. In the age of mass media, companies only needed to compete with one another to win attention. Ad space on TV, radio, ...

There are few philosophical stances that will influence everything about your marketing thereafter. Deciding to prioritize brand versus performance is one of those things. I call this the Law of Brand vs Performance Marketing. It states:...

Employees past and present are challenging management, saying the company’s ethical image was an illusion. Michael Preysman, a founder and the chief executive of Everlane, a fashion brand that targets the ethically minded with minimalist...

Today, everyone wants to feel connected. In a time of virtual meetings, digital conversations, and an increasingly isolated reality, consumers are hungry for a sense of belonging. Creating a community around your brand is a modern, custo...

In 2011, protests swept across the Middle East and Northern Africa in what was known as the Arab Spring. The spark that lit the bonfire was a Tunisian man, Mohamed Bouazizi, who set himself on fire in protest at the police confiscating h...