What is ‘Brand Alpha’? Let’s start by asking: What is ‘Alpha’? Any financial analyst will tell you. It is that elusive competitive advantage that all investors seek. Here’s an official definition, ‘Alpha (α) is an investing term that measures an…
Healthcare branding plays a pivotal role in successful mergers and acquisition. Here is the story of how one institution’s brand strategy and design work turned a strategic acquisition into a stronger, more valuable brand. Essen Health Care is a pioneering…
Stop optimizing for a funnel that has already moved. The latest consumer and B2B buying data points to a hard, irreversible pivot: the majority of purchase decisions now start inside a GPT or LLM, not on a brand's website, and…
Why you need to conduct a brand valuation There are two main reasons: 1. Brand is a valuable asset Brand is often seen as a cost, an expense, associated with advertising and indulgence. The brand budget is the first to…