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…
by Olgah Atellah Kenya has leaped ahead of “developed countries” in digital marketing. How do they do this? Leapfrogging. It’s easier to skip traditional gradual paths of innovation when they don’t exist. You have a blank slate. This is happening…
by Yitzchak Grant Brand failures in M&A are common. Indeed, M&A is a brand trap - most companies walk right into it. In every M&A deal, there’s one line item that gets overlooked—and it’s usually the most valuable. Not operations.…
When thinking about creating a brand name, everyone wants to name the “baby,” naming every innovation. Yet you don’t need to create a brand name for every new product, service, or feature. While we specialize in creating new brand names,…
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…