When it comes to brand building, some rules are uncomfortable, counterintuitive, or even downright ruthless. Trump’s brand — regardless of where one stands on his politics — taps into a powerful set of these rules, ones that traditional marketers often sidestep. He has essentially crafted an entirely new playbook, one that disregards norms and appeals […]
Unmasking Brand Trump: the 8 truths about modern Branding Read More »
When times get tough, we naturally expect established giants to weather the storm, but history tells a different story. It’s the underdogs — those brands that are smaller, scrappier, and seemingly less equipped — who often come out on top. But why? What makes underdog brands shine during economic downturns, and how can this insight
Underdog Branding: how recessions shape winners Read More »
Imagine walking into a crowded marketplace, where every vendor is shouting about their unique product. Each booth claims to have the best, the most advanced, or the most original offering. As you navigate the chaos, it becomes clear that not everyone’s claim is true, and many stalls blend into one indistinguishable sea of noise. This
Distinctiveness vs. differentiation: the real driver of brand success Read More »
You’re running a marathon, but instead of warming up, you sprint from the first second. Chances are, you’ll burn out early. The same logic applies to marketing campaigns — going after cold leads without laying the groundwork can result in higher costs and lower returns. That’s where brand awareness steps in, priming your audience and setting the
From awareness to action: why “warmed-up” audiences convert better Read More »
Imagine sitting through a movie that constantly talks at you. It’s long-winded, self-important, and insists on its own brilliance — but it doesn’t seem to care if you’re entertained or moved. Frustrating, right? That’s exactly how many brand narratives feel to audiences today. Businesses pour resources into crafting their stories, only to be met with indifference. What’s
Brand stories that flop — and how to make them stick Read More »
Not every product needs to be a bestseller to become a legend. Some brands go beyond transactions and build communities so loyal, they feel more like movements than marketplaces. These are the brands people tattoo on their bodies, camp outside for in freezing weather, and defend passionately in online forums. What makes these brands different?
Building Lovable Brands: the secret recipe behind cult followings Read More »
The saying “What cannot be measured cannot be managed” is commonly attributed to Peter Drucker, one of the most influential thinkers in modern management. Drucker’s thinking spread and transformed the concept into a sort of mantra where numbers decide who wins and who gets left behind. Businesses live and die by the numbers. OKRs (Objectives
The productivity paradox: how the obsession with performance is killing brands Read More »