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Real insights and strategies on the branding and marketing landscape.
Brand StrategyRebranding & RepositioningBranding & DesignGo-to-MarketConsumer BehaviorMarketing & Career
Marketing & CareerJul 23, 2026
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 & RepositioningJul 9, 2026
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.
Brand StrategyJun 24, 2026
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.