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On Being a "Brand with Courage"​ or "Brand with Empathy"

Ever since the death of George Floyd, my LinkedIn stream has seen a flood of companies pledging to advance the cause of racial justice and "Black Lives Matter."

How the mask became a political brand metaphor

In a recent interview on Fox, a fed up Chris Wallace, turned to his stunned hosts and warned, “The president … is in the most secure bubble in the world…

How did the world's sexiest brand become a fallen angel?

If you've been an investor in L Brands since 2010, you’ve had quite a ride. A stock that once quintupled on the heels of the success of its Victoria’s Secret brand, has now fallen right back to earth...

Doing brands with purpose — the right way and wrong

"Brands with Purpose" are in vogue these days. But what are they? Most of my clients do charity. Are they all brands with purpose? Nope!

Does Fear Based Marketing Work?

With the COVID-19 pandemic, here’s a question for the experts: Should the CDC parade images of sick patients to coax the public to heed the threat?

Brands With Values – How Tata Became a Market Leader

Tea is tea. So, how does a brand come from behind, nearly double its share and become the market leader in India, the world's second-largest tea-producing country? The surprising answer? By transforming itself into a “brand with values!" That is exactly...

Brands With Values — Ben & Jerry's

It isn’t easy being a “Brand with Values.” Last month, Ben & Jerry’s announced it would no longer sell its products in Jewish settlements built on occupied Palestinian land in the West Bank and East Jerusalem. As a result, it was...

Beyond Behavioral Bounds

A new riddle confronts multichannel marketers: Why is it that even consumers who are fully aware of the benefits of high-value (non-cash) rewards; or mitigate fears of the unknown...

Are Pharma Brands Running Out of Ideas?

In my previous blog post, I described how pharma brands are drowning in the "Sea of Sameness." The brand positioning strategies are converging to the same four ideas in chronic drugs.But it gets worse...

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