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 […]
Viking Cruises – The secrets behind their comfortable exploration brand idea
Viking Cruises, founded in 1997, is known for its river and ocean cruises. Over the years, it has emerged as a leader in the cruise industry, named the #1 cruise by Condé Nast due to its unparalleled customer experience. What Viking Cruises does so well is it understands the high expectations of its consumer target […]
How to shift your marketing to reach Millennials & Gen Zs
Bob Dylan said, “The times are changing.” Today, businesses must update their strategies to remain competitive. It’s a mistake to think age doesn’t matter when targeting customers. Overlooking the importance of younger consumers, like Millennials and Gen Z, can be costly. Relying solely on your older loyal customers is risky in today’s fast-changing market. The […]
Brand Management is Business Management
The best in brand management run their business as general managers. They partner with sales to drive revenue growth. The marketer creates demand through a brand positioning that motivates the consumer to want to buy while sales get the brand onto the shelf to match where consumers shop. The marketer must partner with operations to build […]
YETI Case Study: How their product performance drives shockingly high prices
Buying a YETI is not a purchase, but rather an investment. That’s how the founders think of their exceptionally high priced products. In YETI Case Study, we delve into the fascinating world of the YETI brand – an unyielding player in the outdoor gear industry. YETI, renowned for its ultra-durable and superior quality products, has […]
A simpler way to use brand strategy to help your brand win
I hate when marketers overly complicate brand strategy. They mistakenly consider strategy the more intellectual part of business, so they use big, vague words to try to sound smart. The people who execute don’t know what words mean. We will explore how our Strategic ThinkBox can trigger deeper strategic thinking and help develop the best […]
Brand Culture – You can’t run a brand without the people behind the brand
In today’s competitive market, the emphasis on “customer experience” and “customer journey” is not merely a trend but an essential business practice. Ensuring an impeccable customer experience is a collective effort, from the top-to-top management down to customer service teams. It’s all about keeping everyone aligned to the brand idea, values, and ideal leader behaviors, […]
Sustainable Brands: How eco-friendly brands are winning
In an era often described by its rampant consumerism, there’s an intriguing juxtaposition at play. Discover the importance of sustainable brands for our environment. Read how eco-friendly brands make conscious decisions—driven by profit and an urge to be part of a global solution. We’ll take a look at four case studies, including Patagonia, Ikea, Adidas, […]
How advanced consumer analytics can steer your brand strategy
In today’s highly competitive marketplace, brands need to use consumer analytics to uncover the unique situation and circumstances that will help uncover their brand strategy. The one-size-fits-all approach no longer suffices. Instead, at the heart of your deep-dive business are the consumer analytics that include consumer tracking data and the marketing funnel analysis help tell […]
