Understanding 2021’s Rebranding Spree: Pfizer, Kia, Burger King and GM

Oatly and How the Branding Game Evolves

Oatly — the Swedish manufacturer of oat milk — is one of the hottest brands out there…

When Do Acronym Brand Names Work?

Working with an acronym brand name is challenging. Most of them don’t have much meaning. More…

Beautifully Designed Products That Don’t Function Well

What A Brand Is Not?

Throughout your career, you will come across plenty of people who position themselves as a brand expert. By good fortune…

9 Most Common Brand Strategy Problems — and How To Respond To Them

How To Write A Mission Statement That Doesn’t Suck

What Makes a Strong Brand?

Your logo is not your brand. Neither is your name nor your trademark. If…

Should We Kill Brand Differentiation?

There is a fascinating book named “This Idea Must Die,” whose premise is that genuinely new…