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“I have sat in hundreds of brand strategy sessions. Almost nobody in the room had actually met their consumer.”
Let me tell you about a meeting I sat in early in my career. A large…
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When I ask a CEO what their brand stands for, they tell me the tagline. That is the most expensive confusion in marketing.
I have been in this conversation more times than I can count. I am sitting across…
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The Price of Getting Brand Wrong Is Higher Than Anyone Budgets For
The Bill Arrives Late In most organisations, the cost of weak brand thinking does not appear…
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Brand Drift Does Not Begin with a Bad Decision. It Begins with a Very Good One.
I have watched brands lose themselves one good decision at a time. Not through failure. Through…
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The Infinite Learning 