The Leading Brand Strategy Agency Dedicated to Building B2B Brands
Branding investment and return: a new way forward
What’s the ROI on branding? If there’s one question that leaves even the most experienced brand strategists fumbling for an answer it’s that one about ROI. It’s a good question and one that deserve… More
De Branding as Re Branding and Internal Equity or Brand Myopia
Strange as it may sound, some of the most important work we do does not involve building or even refreshing brands, but simply finding brands to retire.  I hesitated to use the word “simply” because … More
Mergers and acquisitions A checklist for success
Mergers and acquisitions are defining events that shape the destinies of companies and people. The dramas they create among customers, employees and management are well documented. Those who have bee… More
So You Want To Be A Branding Consultant
I am often asked by students who aspire to a future in brand strategy – what books should I read; whose works should I study? If you’re going to pursue a career in the branding profession—and excel … More
Why Leaders Should Read Great Literature
This piece previously appeared on CEO.com.  “So many books, so little time." Among the many unlikely but memorable things Frank Zappa said in his lifetime, this remark comes back to torment me ever… More
Brand Imperatives 2015 Strategic Clarity Courage
For all the benefits of the information technology and communications revolution, there is a dark side: information overload and its close cousin, attention fragmentation. These scourges hit CEOs an… More
Creating Illustrious Brands Storytelling through Design
A graduate of London’s Royal College of Art, Paul Wearing is a commercial artist who has applied his distinct illustrative touch to many projects, from large-scale architectural installations to camp… More
Measuring Mastering Brand Performance Quantifying The Art of B2B Branding
Microsoft, IBM, Cisco, Oracle and SAP, all formidable brands in the B2B IT space, address complex business challenges and are known for financial strength and strong and capable management. They are … More
Why Social Media Savvy Is Essential for All Brands
Mark Schaefer’s latest book, Social Media Explained: Untangling the World’s Most Misunderstood Business Trend, grew out of a thriving consulting practice aimed at helping executives and companies gra… More
Marketing in an Always On Real Time World Using Data Devices to Motivate Customers
Every B2B and B2C marketer is trying to figure out how to connect with customers effectively across channels and over time. BrandingBusiness Director of Strategy Andrea Fabbri recently spoke with And… More