Category: Branding

What is strategy? Strategy is Future Competitive Advantage. What will the future look like? What will people need and expect? How will demographics, technology and other global shifts create new competitors…

One of a brand’s most important elements is its perception as a responsible entity. This is especially true of a corporate brand. Responsibility is about demonstrating good corporate citizenship. Responsibility…

In April 2017, the authors of Legacy In The Making visited me at Patagonia’s headquarters, in Ventura, California, to talk about the legacy I’m building as the founder of Patagonia.…

The marketing world is transforming yet again. If you don’t want your B2B brand left in the past, keep your finger on the pulse of the B2C scene!  Yes, B2C…

A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very popular in recent years but is also often; Misunderstood: thinking…

Successful PR campaigns come in as many different forms as there are brands. What could be innovative and on-point for one company may be totally off-key for another. Despite that,…

Getting (and holding) the attention of content creators—especially high-caliber ones—is a feat. And that feat must be accomplished for successful PR outreach. A study by Muck Rack found that 34%…

Marketers like to look into the future, but it often makes sense to also look into the past of a brand and try to identify forgotten associations that have helped…

Building powerful, valuable brands makes money. Building powerful, valuable brands generates opportunities for leverage across customer needs and problems. Building powerful, valuable brands must be the goal of every brand…

About twenty-five years ago, Harvard Business School Professor Clayton Christensen coined the term “disruptive innovation.” I worked with Clay for many years building his consulting practice, and I can tell…