Latest Book - The Indispensable Brand
Marketers must stop copying what they like about their competitors' strategies and tactics and develop their own, inspired by strategic brand positioning.
Start with the question, "How likely are you to recommend us to a friend or colleague?" and trigger the right actions based on your customers’ responses.
The modern drivers of brand reputation: Learnings from the Harris Poll Reputation Quotient.
Learn the factors that make a brand "relentlessly relevant" and contribute to its indispensability.
CMOs have the shortest tenure of any position in the C-suite. What does it take to stay in the role?
If activation continues to move forward in ways that may harm long-term brand equity, brands will increasingly lack distinction from one another.
People don’t remember data—stories are what cut through all the noise and transcend time, people, and cultures.
How outdated strategic frameworks prevent brands from achieving and maintaining meaningful differentiation.