by Nikhil Gharekhan, Managing Partner, Presciant Establishing the brand architecture organizing principle is one of the first steps in sorting out your brand architecture. The right organizing principle can generate billions of dollars and save a company from collapse. This…
Too many brands? Think about optimizing your brand architecture portfolio It’s easy to have too many brands. There are at least five different ways this can happen: Tech and R&D teams It’s a natural human tendency. When people invent something,…
by Peter Fasano Is your marketing budget a cost to be managed or an investment to be optimized? If you ask a CFO, it's often the former. Google's latest research, The Effectiveness Equation, exposes a major boardroom disconnect: 48% of…
Here’s a brand portfolio question: First Brands Group, the global automotive aftermarket company with a portfolio of leading brands in products used to maintain and repair cars and trucks has collapsed into bankruptcy amid allegations of multibillion-dollar fraud. Is its…
by Ian Duncan Reputation with a purpose In one sense Jeff Bezos is right – your brand is ultimately the product of how you’re perceived, and you can’t control all of that, particularly with today’s level of scrutiny, 24/7 news…
Before we talk about brand architecture, first consider what brand is. Brand is not a name or a logo. Brand is a set of associations in people’s heads. These establish an emotional relationship with a company or product which leads…
by Joanna Seddon, Managing Partner, Presciant and Nikhil Gharekhan, Managing Partner, Presciant How should you use brand valuation? Brand valuation should drive strategy. I hate the term “brand valuation.” Not that there is anything wrong with it—there isn’t—it’s perfectly correct. But…
I just shared the presentation below to the Marketing Accountability Standards Board Summer Summit at Rutgers Business School, as part of my CEO address. It stimulated some great discussion and ideas. Here they are: 1. Experiential marketing can accelerate brand…
AI is the tectonic shift that just rewrote how brands are found, consumed, made, and tracked. Your survival depends on managing your AI brand. This isn't another marketing channel. It's the first time since brands replaced the shopkeeper that the…
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…