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Brand Management

How To Unbrand Wisely

Unfortunately, not all brands live forever. Some simply die from natural causes. They become too old, too feeble, and just can’t manage to stand on their own two feet. Like Sears. Other brands were just too short-sighted and their products

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Brand Insights

How Rebranding Can Go Wrong

Any organization that embarks on the rebranding path expects results that will propel its brand forward. Otherwise, why go through the time and expense to rebrand? But understanding the challenges is equally important as understanding the opportunities. A rebrand can

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5 hidden costs of a rebrand
Brand Management

Five Hidden Costs of a Rebrand

It’s easy to overlook some of the most common hidden costs of a rebrand. And those hidden costs don’t fully reveal themselves until they quickly become reality. Knowing about them and planning for them in advance will help reduce the

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Brand Strategy

Want A Bad Name? It’s Easy.

Pharma Has Set the Bar Pretty Low Are you are looking for inspiration on how to create a bad name for a branded product? Look no further than the Pharmaceutical industry. To be clear we are talking about the brand

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brand police
Brand Management

Afraid of the Brand Police?

Brand Governance Will Put Your Fears to Rest Brand governance is one of those terms that evoke images of the brand police. It suggests a policy of strict rules, regulations, and standards that beat brands into submission. Plus the fear

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roaring lion
Brand Strategy

It’s In Your Character To Be Courageous

Meaningful Brand Attributes Will Set You Apart Courage is not often associated with a brand. But when it is it becomes an identifiable and differentiating characteristic that can be both meaningful and inspirational. That’s what makes brand character such a

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