Much has been written about the extent to which aligning your brand strategy to your business strategy makes your brand better positioned for success. In short, brand strategy and your brand exist to enable, express, and bring to life the business strategy. Creating a brand strategy often begins with answering the question: “Who are you and what do you do better than any of your competitors?” In a nutshell, what is your value proposition?

Indeed, brand safety isn’t a new topic, but its growing relevance continues to gain global attention in 2018.

In 2017, JPMorgan Chase faced the brand safety crisis head-on. After its ads appeared next to offensive content, JPMorgan Chase cut the number of sites it advertised on from 400,000 to just 5,000 a month. 

The growth of millennials as luxury brand consumers has reached a critical mass. Millennials already account for approximately 30% of luxury buyers. According to Bain & Co., that number will rise to approximately 45% by 2025.