The recent criticism of the new advertising for Jaguar has focused attention on when repositioning of a brand is necessary and effective. The positioning of a brand is defined by the psychological space the brand occupies in the minds of consumers: the unique identity of the brand in terms of what it is (and is not), what value it provides, and how it differs from competitors. Good positioning, which is only partially under the control ..read more

It is absolutely essential to face the facts when a brand is in turnaround mode. Letting everyone know exactly where the brand stands relative to where the brand should be is a critical step. Facing the facts is the starting point for revitalization. However, letting people know just how awful things are without providing the necessary information on how the ship will be righted is inadvisable. People need to know what is going on, what ..read more

Nolan Bushnell knew he had a hit when he heard about the trouble at Andy Capp’s Tavern. Atari’s founder had created only one prototype of its first video game, Pong, and it had stopped working after just two weeks – the can for collecting coins kept getting overstuffed. These are the kinds of problems we all should have. In 1972, Bushnell’s Pong became the first commercially viable video game, and it churned out money. This ..read more

Change sucks. But irrelevance is even worse. Today most firms, institutions and individuals are grappling with 3 levels of relevance. Does my firm have a relevant business model for the future? Does my company have the relevant organizational structure, talent mix and suppliers/partners to succeed tomorrow? Do we as leaders and practitioners have relevant skills and expertise to navigate the transformed world ? Relevant Business Models A case can be made that every company needs ..read more

It’s time to reorient your thinking on the most effective deployment of your investments in marketing communication. You can start by breaking free from entrenched myths about brand outreach, consumer behavior, and sound strategy. The Status Quo In Marketing All too often we find brands laser-focused on touting their “superior” specs: formulations, ingredients, sourcing, process, science, engineering and standards of performance, believing this forms the unshakeable foundation of their brand outreach path to fame and fortune ..read more

In 2018, Harvard Business Review included an article on its website titled, “ When It’s Smart to Copy Your Competitor’s Brand Promise”.  The authors were assistant professors of marketing at prestigious business schools. The thesis of the study was that it is just fine to copy your competitor’s brand. The authors did not seem to know the basics of brand building. They applauded the copying of features and benefits to build successful brands. What they ..read more

What trails consumer decisions like an ever-present shadow and has profound influence on the path to purchase? Fear and risk aversion. Fear is a pervasive if unwanted participant in brand growth outcomes, one that requires a closer look. How does fear manifest? Fear of making a bad decision Fear of disappointment Fear of loss (or loss of control) Fear of disruption or change Fear of rejection Fear of the unknown or unfamiliar This is the ..read more

Navigating the competitive job market can be challenging, especially in the fast-evolving world of branding and marketing. For those seeking an edge, Branding Strategy Insider + Jennie Johnson provides AI-powered career coaching that supports you through every phase of your job search—from discovering the perfect roles to nailing the interview. With insights tailored specifically for today’s marketing industry job market, our advanced search tools help you make a mark in the four ways it matters ..read more

Trust is an important ingredient in our daily lives. We trust the advice of total strangers online when making decisions about restaurants and hotels. We trust the opinions of social media influencers. We trust that the brands we use will do what they say they will do. As trust in institutions, experts and leaders declines, brands have an enormous opportunity to become the most trust-powered sources of relevant and differentiated promises. The more trusted a ..read more

If you are a person of a certain age, you remember that a food revolution took hold in the late 1960’s. Put aside the visions of bell-bottom jeans, sandals, intentional communities, patchouli, macramé, jugs of California wine, beads, peace, love, rock n’ roll, and the 1969 NY Mets. Think brown rice, tofu, beans, seaweed, herbs, tahini, hummus, alfalfa sprouts, tempeh, miso, nut loaf, lentils, sesame and sunflower seeds. One of the most iconic products of ..read more