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Article Strategy
Commentary on Nike’s masterful alignment of its brand with a social cause that was authentic for the company to champion – and that drove purchase consideration among its target customers, even as it provoked a negative response from peripheral customers.
Article Strategy
Coauthored with two senior marketing executives, we explore how B2B businesses have to go beyond talking about their capabilities (aka solutions) and focus on the outcomes that they enable their customers to achieve. We identify five areas in which change is required in order to reflect this orientation towards customer outcomes.
Article Measurement
Review of the relationship between design, ingenuity, intangible value and business value. My effort to help creatives articulate their contribution to business success.
Article Strategy
Brands are commercial constructs whose role is to persuade customers to buy. It is only a good strategy for a brand to define itself in terms of a social cause if it can do so authentically – and that the purchase behavior of its target customers is driven by their commitment to this cause.
Article Strategy
Harvard Business Review featured my commentary on how it was important to distinguish between the interests of your brand and your corporate reputation in order to understand the role that social purpose should play in your strategy.
Article Strategy
We put forward S.A.V.E as the B2B version of the four P’s — broadening the concept of product to solution; place to access; price to value; and promotion to education.
Article Mergers
It is a well documented phenomenon that newly merged companies underperform the market by around 10% in the three years following the merger. There’s an infrequent but important exception, though: Corporations that brand themselves with a “fusion” of the merging companies’ identities typically enjoy higher returns.
Article Mergers
This is the working paper that outlines the findings from our research into the impact that the selection of corporate brand strategy has on post merger returns.
Article Strategy
The recent spate of corporate scandals and executive misdeeds, including backdating, pretexting, embezzling, anonymous blogging and other unsavory activities, has brought the “reputation imperative” to the top of the agenda for business leaders.
Article Measurement
The concept of brand equity first emerged in the marketing literature of the late 1980s. The use of a financial term for what was actually a customer-based construct has been a highly effective technique for communicating the idea that brands are long-lived business assets that can have significant financial value.
