Marketing departments often spend their days convincing customers, clients, and the public that their brand is indispensable. But who is convincing the people in the next cubicle? When a marketing…
Last winter, a founder I spoke with had forty brand ambassadors. She had their names in a spreadsheet and nothing else. No clue who posted content, who drove a sale,…
Some of the most consequential decisions a brand makes never look important at first. They appear as routine cost decisions. Expansion plans. New operational structures. Policy adjustments. Changes in key…
In 1967, the song “San Francisco” by Scott McKenzie described “a whole generation, with a new explanation.” That line still captures a central challenge for brands today. Customers continually redefine…
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