When people talk about place branding, be it nation branding, region branding or city branding, most are thinking about logos and campaigns. They are the culmination of the many steps that go into creating a brand. Behind the witty tagline…
by Ian Duncan The subject of this series of short articles is how CEO’s can use their corporate brand as an asset in helping them succeed in transforming and growing their organization. Use of brand in this context is a…
Our marketing mix partner Market Science has written a new article for the prestigious International Journal of Research in Marketing. Stirring the pot as is his wont, Dr. Peter Cain is developing new ideas and approaches for the future. Here…
Brand matters as an untapped source of value Brand matters more than people think. Why? It is the untapped asset that has the power to deliver Alpha. What is Alpha? It’s the factor that gives companies a competitive edge and…
by Yitzchak Grant “We don’t believe in marketing.” I’ve heard this too many times. Usually from a leader who cut their teeth on the factory floor and has just set sales targets using a “make it and they will come”…
by Hecson Olguin Nation branding, the way countries present themselves externally, is deeply connected to how they shape internal perceptions, foster national pride, and influence daily behavior. Nation branding can center on symbolic leaders, political ideologies, or natural and systemic…
Mergers and acquisitions are a trap, a brand trap, and most managers walk right into it. For all the spreadsheets, financial modelling, due diligence, the synergies, cost cuts anticipated, the legal risks assessed, one thing is missing. Did you know…
by Lisa Merriam Companies that invest in employer branding gain a competitive edge—not just in attracting top talent, but in strengthening the overall value of their business and the products or services they offer. A strong employer brand enhances how…
By Rohan Gharekhan New branding must be done with care. Can a brand survive an identity crisis if it changes its name, color, and personality every few years? That’s the question looming over the streaming service formerly known as “HBO…
by Daniel Wecke German companies have great products, but do they have strong US brands? German products stand out for exceptional engineering, precision, and reliability. But German companies have forgotten about the importance of brands. In Germany, and most of…