We've written 39 articles about brand management

What’s Your Multi-cultural Brand Strategy as U.S. Demographics Shift?

According to the Census Bureau, the United States is fast approaching a demographic tipping point in which today’s cultural majority will soon become the minority. Read More

Keeping Your Brand Reputation Safe Through a Crisis

Every brand should prepare for a moment when something goes wrong—with the current speed of information, bad news can spread very quickly. Read More

Enabling Visual Creativity Through Technology

Visual creation is—well—creative. And people often think of such artistic visions and processes as happening outside the bounds of rules and systems. Read More

How Exceptional Branding Bridges Online and Offline Experiences

Having consistent branding online and offline across different channels has become more important than ever when it comes to accurately relaying your messaging to your customer base. Read More

How 5 Marketing Strategists Stay Focused as Their Jobs Transform

The marketing community is experiencing a big shift. Now more than ever before, we rely on data to guide our spend allocation, messaging, and creative strategies. Read More

The Power of the Ordinary in Brand-Building

There’s a reason why some brands seem so lovable, inspiring, and timeless. It has nothing to do with these companies’ logos, color schemes, or marketing budgets and everything to do with a brand’s appreciation of the ordinary. Read More

Three Ways Brands Can “Think Different”

“It’s a very noisy world and we’re not going to get a chance to get people to remember about us much–no company is. Read More

Did Harvard Miscalculate the Value of Customer Relationships?

[Spoiler alert: The short answer is no, Harvard didn’t, but a contributor to Harvard Business Review likely did. Read More

The Brand Management Required Reading List

We define brand a couple different ways. We talk about brand as a promise, as the sum of all interactions, and as an expression of an organization’s mission and values. Read More

The Future of Brand Management is Complexity Management

Managing a brand today — let alone a global brand or brand portfolio — is fundamentally different than it was 15 years ago. Read More

How Marketing Leaders are Managing Brands in the Information Age

Marketing has changed more in the last 15 years than it did in the 50 years before that. Read More

5 New Challenges for Tomorrow’s Global Marketing Leaders

[This essay originally appeared on Forbes.] In a global world, brands need to speak a lot of different customers’ languages. Read More