Not surprisingly, the companies with top reputations in 2020 are trusted, focused on consumers' safety and well-being, and align with their consumers' values and causes. In a time when our country has become increasingly divided, Americans are turning to corporations to respond to critical issues like racial equality, the COVID-19 pandemic and the declining quality…
Your brand won’t naturally face a midlife crisis, but maybe you should force one on it so you don’t end up with a “Why Bother Brand.”
Corporate bankruptcy does not mean a brand will become extinct or that it's time to halt all marketing and communications. Instead, a Chapter 11 filing is an opportunity for a business to restructure debt and remain in operation. A strategic approach to brand communications leading up to, during, and following a Chapter 11 filing is…
When people don’t see themselves in your brand story, they stop buying.
Successful rebranding, regardless of the impetus, starts with a thoughtful assessment of why, what, how, when, and where.
It’s important that we acknowledge the marketing landscape is forever changed with the global events of the last six months.