Branding

The three-hour brand sprint makes the abstract idea of “our brand” into something concrete. At the end, you'll have a simple cheat sheet you can use to make decisions. The sprint consists of six exerc...

Brand strategy decisions must answer, “How can we get there?” Most importantly, strategies must provide clear marching orders that define the strategic program you are investing in, the focused opport...

Byron Sharp’s How Brands Grow: What Marketers Don’t Know was an eye opener for me, because he was right — there was a lot of stuff that I, as a marketer, did not know. Sharp is basically like: “Hey ma...

Today, the number has expanded to such a degree that it’s impossible to conduct that same scale of brand research. What we do know is: the marketplace is incredibly competitive and increasingly expand...

I spoke with Sophie Bambuck, former CMO of The North Face, about the balance between high-performance, high-fashion, and relatability in their brand strategy. When I saw The North Face's new brand ad ...