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,…
Transcript 0:00 Well, hell hello and welcome from Presciant. This specific video is for you ambitious marketing managers who are planning someday to make the final move into the boardroom. 0:10 Right now marketers don't sit on main boards. Not…
Sports brand value is growing exponentially. The status of sports is rising, seemingly unstoppably, and with it, the value of associated brands. The transformation of sports brand value In the past, a few sports, such as polo, cricket (in the…
Please enjoy Dr. Joanna Seddon's brands podcast episode in the “Women Leaders Series,” a collaboration between the International Trademark Association's "Brand & New" podcast and The Women’s LeadershIP Initiative. The series brings together women leaders in diverse roles and representing…
Was it a Bud Light boycott or Bud Light brand divorce? Presciant founder and managing partner, Joanna Seddon, had the opportunity to interview Jim Meier, former Vice President of Commercial Finance at MillerCoors about the Bud Light “brand disaster.” Here…