Today I'm here to talk about what we typically go through in a brand launch planning process and how you can begin to think about what it'll take to effectively budget for and activate your new brand… More

We are all painfully familiar with the high-failure rate of mergers. The many reasons behind the downfall of these corporate events have generated a plethora of business literature. But often times t… More

Today's best brands (regardless of size) think about their brand reputation on a global scale. That's not to say all brands have international communications or commerce as part of their strategy, bu… More

As with many terms in branding, brand architecture is such a fuzzy concept. Most definitions coalesce around the Wikipedia version, which asserts: “Brand architecture is the structure of brands withi… More

Companies are comprised of people, not just product offerings. A good purpose statement inspires employees by expressing how the organization can impact the lives of its customers. If done well, your… More

In our last installment of this series, we discussed how companies can and should use purpose, vision, and mission to attract new talent, inspire and retain current employees, and provide strategic c… More

  “To win in the marketplace, you must first win in the workplace.” The profoundly insightful words of Doug Conant, the internationally renowned business leader and former CEO of Campbell’s Soup, s… More

What is the purpose of innovation? Does it have to be disruptive to be of any value? Much has been written about Steve Jobs and his undoubted genius. If you are looking for the personification of bo… More

You can’t avoid it. Innovation is everywhere. Every business journal you pick up these days has an article or a special section devoted to the subject of innovation. There’s a steady stream of high-… More

In Part 1 in our series dedicated to healthcare brands and branding we explored new ways to measure and track brand performance to justify marketing spend. In Part 2 we discuss the softer side of bra… More