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…
human advantage AI marketing
Human Advantage: Marketing Leadership in an AI World
The world of marketing is shifting beneath our feet. Algorithms can generate blog posts, analyze customer segments, and even predict purchasing behavior with startling accuracy. They can optimize ad campaigns…
brand relevance
PepsiCo’s New Definition Of Relevance
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…
brand positioning
Brand Positioning That Drives Profitable Growth
Every leader grasps the fundamental idea behind brand positioning. A brand must stand for something clear, relevant, and defensible in the minds of the people who matter most to its…
