Branding
Brand Loyalty Isn’t the Same Thing as Unlimited Pricing Power
Good brands can raise prices. Powerful brands can double their prices. But many pricing strategies rest on a dangerous presumption: if consumers love our brand, they’ll happily keep paying whatever …
Brand Loyalty Isn’t the Same Thing as Unlimited Pricing Power Read More
Your Brand Makes a Promise That Can Be Fact-Checked in Minutes
Impressions are commodities. You can buy more. You can fine-tune your targeting, allocate more media budget, hire influencers, and flood every available channel with perfectly crafted messages. But you can’t …
Your Brand Makes a Promise That Can Be Fact-Checked in Minutes Read More
The Pivot Problem: Does Brand Repositioning Work, and When Is It Necessary?
At some point in every company’s lifespan, growth stalls because the strategy that worked to build the business isn’t working to scale it. Your audience has aged. Your competitors have …
The Pivot Problem: Does Brand Repositioning Work, and When Is It Necessary? Read More
Celebrity Endorsements Are Dead: Consumers Can See Right Through Them
For years, marketers operated under one seemingly undeniable assumption: if you place a celebrity next to your product, you will drive consumer demand. That’s no longer true. Consumers aren’t buying …
Celebrity Endorsements Are Dead: Consumers Can See Right Through Them Read More
The Store-Brand Revolution Is Here—and It’s Bigger Than Inflation
For decades, private-label brands held a dreary spot in U.S. shopping aisles. They were the items consumers purchased only when forced: generic boxes, low prices, and doubts about quality. Not …
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Are We Heading Into an Era Where Most Mainstream Brands Become Irrelevant?
The consumer-branded world is changing. We’re entering an age where information is abundant, comparisons are instant, and artificial intelligence is becoming the world’s most influential shopping assistant. The question isn’t …
Are We Heading Into an Era Where Most Mainstream Brands Become Irrelevant? Read More
Why Your Best Customers Aren’t Buying More—They’re Buying Smarter
Inflation, subscription services, warehouse clubs, retailer loyalty programs, and AI-powered shopping tools have fundamentally changed how people make purchasing decisions. Consumers haven’t stopped spending—they’ve become remarkably efficient at spending. That’s …
Why Your Best Customers Aren’t Buying More—They’re Buying Smarter Read More
Consumers Keep Choosing Private Label. Brands Still Think It’s About Price.
Many consumers have discovered something brands didn’t expect: they don’t perceive enough difference to justify paying more for nationally branded products. This has led to a significant shift in consumer …
Consumers Keep Choosing Private Label. Brands Still Think It’s About Price. Read More
How Much of the Political Discourse Is Spilling Over to Brands?
Politics used to be something consumers discussed around the dinner table, at the office, or during election season. Today, it follows us everywhere—including into the brands we buy, the companies …
How Much of the Political Discourse Is Spilling Over to Brands? Read More