New Consumer Brands Face Lethal Challenges

New Consumer Brands Face Lethal Challenges

THE BRAND THAT WOULD NOT DIE!

There is a limited amount of shelf space out there for any consumer brand. So, if you are someone trying to get your new brand into that precious space, you basically have only three options: you can wait for another brand to be discontinued; you can watch for other...
Elon Musk – Brand Builder Delux

Elon Musk – Brand Builder Delux

THINK BIG, REALLY BIG!

When we are asked, “Who is your brand building hero?” the answer is easy: Elon Musk. He has built and sold brand after brand. He is the classic entrepreneur, taking the money from his last sale and plowing it into a new project, each one more daring than...
The Ten Commandments of Brand Stewardship

The Ten Commandments of Brand Stewardship

ACQUISITION IS JUST THE BEGINNING

Companies that acquire a brand may think they “own” it, but they are really brand stewards. They are responsible, like parents, to protect and grow the brand so it will continue to thrive under their stewardship. Many brands have survived multiple owners. Many have...
Rebranding a City

Rebranding a City

COLD STEEL TO HOT BRANDS

Rebranding Syracuse, NY Can a city rebrand itself? That’s the question Syracuse, New York is answering in the affirmative. The post-WWII industrial boom that fueled its economy for nearly a half century has all but disappeared. It left this historic city with...