Branding Brands

Brand loyalty is on the wane

Esports and the next frontier of brand sponsorships

A Better Way to Map Brand Strategy

A new type of map that links a brand’s position to competitors according to its perceived “centrality” (how representative it is of the company) and “distinctiveness” (how much it stands out from other brands) with its business performance along a given metric.

The future of brand strategy: It’s time to ‘go electric’

Data shows that as choices and channels increase, brand trustworthiness is more important to consumers than ever.

Brand New Zealand

There is much to be learnt from the consistency of culture and ceremony in New Zealand.

Building brands in emerging markets

Companies that harness word-of-mouth effects, emphasize in-store execution, and get their brands onto shoppers’ short lists for initial consideration are more likely to capture the loyalty of emerging-market consumers.