17. FOR BRAND CHANGES AND POSITIONING Branding is ultimately about storytelling, and few formats tell a story more effectively than video. We find it especially useful when a brand is...
40. A RESEARCH ASSISTANT ROLE Absolutely I consider AI as a team member, but more in the role of a research assistant than an executive. When we’re working with a...
16. AI CAN DO EVERYTHING YOUR BRAND NEEDS I’d like to debunk the myth that AI can do everything your brand needs. It’s great for research and first drafts. But...
Yet, doing nothing could be the biggest risk to the brand, said Bruno Benedini, co-founder of Taillight. “If Oscar Mayer is already losing relevance, doing nothing carries its own arguably...
28. I WAS WRONG It’s human to make mistakes—we all do it. But good leaders don’t shift the blame, nor should they pretend to be infallible. Assume responsibility, address the...
Despite Juliet Capulet’s assertion that names are meaningless, a lot has changed about names in the past 400 years. In the business world, name changes are more common than people...
Brand positioning thrives in nuance, understanding, judgement and creativity. When Nike told you to just do it, you didn’t wonder, “Do what?” When you found out Red Bull gave you...
When private equity firms purchase healthcare companies, it’s easy for those individual entities to lose their identities. This could be the first domino that leads to a fall in value....
The trademark landscape is evolving rapidly. Across industries, brand owners are encountering increased scrutiny from examiners who are interpreting “related” goods and services more broadly and applying a higher standard...
There are few things as nostalgic as spotting a Cracker Barrel sign peeking over highway hills on a summer road trip. For many, it wasn’t just the food—the chicken and...
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