Joe GrossmanninBrand LeaderDoes Your Brand Have a Through Line?Every organization — whether it’s a for-profit corporation or a nonprofit — has a top line and a bottom line. But does your organization…May 22, 20231May 22, 20231
Joe GrossmanninBrand LeaderWhat is Brand Strategy? What is Business Strategy?Some leaders focus entirely on business strategy, delegating brand strategy to the marketing department. Other leaders jump directly into…Dec 12, 20221Dec 12, 20221
Joe GrossmanninBrand LeaderBrand is Not _________There are dozens of books and articles that attempt to explain what “brand” is. Yet many people I meet are still confused about how or when…Dec 7, 20222Dec 7, 20222
Joe GrossmanninBrand LeaderStrategic Leaders Need Brand InsightsMany leaders rely on their own experience and intuition to make big decisions. But listening to stakeholders is essential for developing a…Mar 31, 2022Mar 31, 2022
Joe GrossmanninBrand LeaderIs Qualitative Research Only for Big Brands?Global brands, especially those that sell to consumers, spend a lot on market research. But leaders of small to medium brands need to…Mar 28, 2022Mar 28, 2022
Joe GrossmanninBrand LeaderDIY Market Research: Your Mileage May VaryRunning your own online surveys or in-house workshops? It’s unlikely you’ll discover the game-changing brand insights you’re seeking.Mar 21, 2022Mar 21, 2022
Joe GrossmanninBrand LeaderBrand Myths & Legends: Jobs, Ford & AppleIf you were asked to name a truly legendary brand, Apple may well come to mind. How much of that legend is clever brand-building? How much…Mar 18, 20221Mar 18, 20221
Joe GrossmanninBrand LeaderThinking About Rebranding? Think Again.What you really want may be a new way of seeing things, rather than a new way of being seen.Mar 18, 2022Mar 18, 2022