blanding trend branding
The Age of Average Brands
When Market Research Gave Birth to Sameness In the early 1990s, two Russian artists, Vitaly Komar and Alexander Melamid, took an unusual step. They hired a market research firm. Their…
Nissan brand promise
Nissan’s Future Depends On Remembering Its Brand Promise
The adage that history repeats itself is no more apparent than the current state of affairs at Nissan North America. The Wall Street Journal’s interview with Christian Meunier, head of…
social media rebrand
Social Media Rebrand Playbook: Lessons from 3 Brands That Succeeded
Gap spent $100 million on a new logo and reversed the decision in just six days. Twitter rebranded to X and watched over $4 billion in brand value evaporate within…
brand strategy
Under Armour Forgot the First Rule of Brand Strategy
The customer confusion Crisis Never confuse the customer. It sounds like common sense, yet many major brands stumble over this simple principle. Imagine sitting in a meeting where an advertising…
