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…6 min read·May 22, 2023--1--1
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…10 min read·Dec 12, 2022--1--1
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…8 min read·Dec 7, 2022--2--2
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…6 min read·Mar 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…7 min read·Mar 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.5 min read·Mar 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…8 min read·Mar 18, 2022--1--1
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.5 min read·Mar 18, 2022----