Blog
Real insights and strategies on the branding and marketing landscape.
Small brand strategy: why mental availability is not enough
Why mental availability is not enough as a strategy for small brands and the practical path: niche, value proposition, collabs, and alternative sales channels.
Branding and memory: how brands win the consumer's recall
Branding and memory: how the brain consolidates memories and how repetition, emotion, and distinctive brand assets make a brand hard to forget.
Buying decision: what the 95:5 rule reveals about the consumer
How buying decisions work according to the 95:5 rule: why most buyers aren't in the market and how branding builds brand recall.
Brandformance: why the term does not solve the brand versus performance dilemma
Brandformance promises to unite brand and performance. See what effectiveness evidence shows, Binet and Field's 60/40 rule, and what to do instead of the jargon.
Rebranding: when to do it and when to choose another brand move
When to do a rebranding: the four possible brand moves, the risks of each, and what the Tropicana, Dunkin', and Jaguar cases teach.
How brands grow: what differentiation and availability reveal
How brands really grow: a study of 153 brands across five countries reveals the role of differentiation, brand awareness, and availability.