How to use a Brand Key Model to display your brand’s unique selling proposition
A Brand Key model is a tool from consumer marketing that allows marketers to lay out the unique selling proposition (USP) elements of their brand on one page. Essentially, this article will go through the Brand Key model explained with nine elements that build the USP. And, with each element, we will show you the […]
LEGO Case Study: How to revitalize a beloved brand
LEGO, the iconic Danish toy brand, has inspired creativity and imagination in children and adults alike since its inception in 1932. The company’s signature interlocking bricks have become a global phenomenon, transcending cultural and generational boundaries. However, in the early 2000s, they faced significant challenges threatening its existence. Our LEGO case study will explore how […]
Brand Scorecard – The Brand Manager’s marketing dashboard
As a seasoned brand leader, I have always believed that brand management means business management. With everything that we do, whether it is brand positioning, strategy, or marketing execution, you should see a number. That starts with the right marketing analytics. In brand management, getting lost in a sea of data and misinterpreting marketing signals is […]
Air Jordan Case Study – How Nike and Michael Jordan changed the sports world
Undoubtedly, Nike and Michael Jordan’s partnership in 1984 forever altered the landscape of the sports world. Few athletic shoes are as iconic and recognizable as the Air Jordan, a brand that bears the name of legendary basketball player Michael Jordan. For decades, this Nike sneaker has been a fixture in the athletic world, representing far more […]
The Art of Marketing: What marketers can learn from Sun Tzu’s “The Art of War”
Undoubtedly, Sun Tzu’s “The Art of War” has stood the test of time as a guide for strategy and tactics in warfare. Nevertheless, its principles extend far beyond the battlefield and have been applied in various fields, including business, politics, and sports. Consequently, one area where Sun Tzu’s teachings can be particularly insightful is marketing. […]
Brand Management career success at each level from entry-level to CMO
In the dynamic terrain of brand management, the journey from an eager entry-level Assistant Brand Manager rising up to a seasoned Chief Marketing Officer is challenging and exhilarating. My professional experience through the ranks at Johnson & Johnson, backed by experience at General Mills and Coke, has been a testament to the joy and turbulence, […]
12 reasons why Advertising feels harder than it should (And how to fix them)
Creating great advertising isn’t easy. It requires leadership, strategic depth, and creativity. Yet many marketers find the process stressful and frustrating, feeling like they’re never quite hitting the mark. If you’ve ever felt stuck or unsatisfied with your advertising efforts, you’re not alone. We go through the 12 common reasons why advertising feels harder than it […]
How to build marketing tactical plans to use in your marketing plans
When you are learning how to write a marketing plan, make sure that you create a separate marketing tactical plan for each significant investment to ensure everyone has specific instructions for their function, eliminating any room for misinterpretation. The marketing tactical plans should align with your marketing activities and include a Brand Communication Plan, a […]
Why the Nike stock price fell – How the Nike DTC strategy failed miserably
Nike’s stock price has dropped 25% in 2024 and has been cut in half since its high in 2021, largely due to the company’s missteps with its DTC strategy (direct-to-consumer.) In an effort to cut out middlemen and capture higher margins, Nike reduced its support for traditional retailers, focusing instead on selling through its own […]
Liquid Death case study: The disruptor brand that big brands can’t duplicate
In the realm of the beverage industry, where giants like Coca-Cola and Pepsi dominate, breaking through the saturated market can be a Herculean task. However, one brand that notably made a significant splash is Liquid Death. This intriguingly canned water company managed to capture consumers’ attention not just with its product, but through its audacious […]
