At the Brand Builders Summit two live conversations revealed powerful lessons for all brand strategists. The first was with Marty Neumeier and Andy Starr, then with Debbie Millman and David Aaker.
Here...

When you write a book called Rebrand Right, you can guess which brands you get asked most about. Jaguar for the first half of 2025 and now - Cracker Barrel.  So what’s the difference? Why did Jaguar s...

As brand strategists the last thing we want to do is create confusion. We want to create clarity to help a client move forward. So avoid creating a standalone brand vision statement. Instead, embed vi...

When you write a book called Rebrand Right, you can guess the first question every journalist throws at you: “So did Jaguar get their rebrand right?”

So here's my take on the question. 

It's easy to...

USPs (Unique Selling Propositions) are an outdated concept for modern brand strategy. They originated in the 1940s to emphasize functional product benefits in advertising. While this made sense when b...

What to do if your client doesn't like the brand strategy options you've presented

If a brand strategy doesn’t land with a client, don’t panic — in this video and blog we help you navigate the moment...

A brand strategy is a bridge between the goals of a business and why anyone is going to care. Trends give you a source of insight into things that matter, or are going to increasingly matter to those ...

“Begin with the end in mind.”  

One of the ‘Seven Habits of Highly Effective People’, and common sense, you might say. 

But very unhelpful if you’re trying to learn how to do brand strategy.

Becaus...

What does it take to build a successful brand?

People have been taking about this decades, but now neuroscience, marketing science and behavioural economics have added another level of understanding....