by Lisa Downey Merriam The Tesla brand has always been about more than just a car. At one point it was “synonymous with innovation, excitement, and the future,” according the Futurism, a sentiment echoed by Wired. Forbes agreed, it wasn’t…
by Olgah Atellah B2B product naming for tech company AI offerings is sparking diverse brand architecture strategies, reflecting different priorities and branding philosophies. Why does IBM rely on structured, descriptive names while OpenAI opts for simplicity and intrigue? In a…
The 2025 Super Bowl Ads remind me of a sinking ship. The ship tips right, everyone rushes to the left. The ship tips left; everyone rushes to the right. But the ship sinks anyway. That’s exactly what Super Bowl 2025…
by Nikhil Gharekhan, Managing Partner, Presciant With the strategic planning season underway, marketing executives around the world are busy building their cases for next year’s marketing budget. Substantial amounts are on the line. On average, companies will spend about 10%…
Brand differentiation matters. It is the single factor that most determines success, not just for products and services, but for institutions and people. Brand differentiation is why no one can touch Coca-Cola (19.2% market share). Brand differentiation is also why…
In the final weeks before the election, Donald Trump and Kamala Harris are trying to hitch onto the McDonald’s brand in their desperate quests to win voters in swing states. McDonald’s is an iconic brand. One of the world’s most…
by Hecson Olguin Approaches to naming EVs have led to messy brand architecture decisions. Why does BMW EV product naming stick to tradition while Tesla goes with chaos? With the EV’s increasing in popularity, especially models from new companies, naming…
by Lisa Merriam Brand and marketing due diligence are vital to establishing the true value of any investment, but it is rarely done well, if at all. If you don’t do adequate brand and marketing due diligence, you put your…
by Nikhil Gharekhan, Managing Partner, Presciant The Starbucks sales slump, along with the firing of its CEO, is the latest example of what can happen if a company strays from what its brand stands for. Starbucks – venti no more…
The Kamala Harris campaign has co-opted the irreverence of the British pop singer Charli XCX’s latest album Brat to make her brand relevant to a newer younger audience. The slime green of that album is everywhere this summer, from T-shirts,…