Category: Brand Strategy

For too long, the industry has treated PR as a vanity metric—a way to “sound good” rather than a strategic tool to “do business.” This is…

This article was written by Greg Kihlström for CustomerThink. If your customer stays with you in a downturn, is it because they love your brand? Or…

In the relentless pursuit of customer loyalty, we marketing leaders are often caught in a familiar cycle. We build intricate points-based programs, optimize our funnels for…

In the boardroom, the debate often plays out like a zero-sum game: “Should we put the budget into PR or Marketing?” The CFO wants measurable ROI…

With generative AI accelerating production cycles to near-instantaneous speeds, the industry-wide obsession shifted toward how much we could produce and how fast we could ship it.…

Brand is often relegated to the “nice-to-have” column, a luxury to be indulged in during boom times and the first thing on the chopping block when…

For any enterprise marketing leader, the tension between global brand consistency and local market relevance is a familiar, and often fraught, balancing act. On one hand,…

The distance between the brand voice meticulously crafted in a boardroom and the way it’s perceived in the wild can be vast and treacherous. Marketing leaders…