Actors, like brands, rise and fall based on performance

As more businesses strive to be defensible, competitive and long-lasting, the vast majority nevertheless lose relevance, fall prey to better-managed copycats, or fail to evolve to meet changing consumer needs—evidence that a brand’s status is never…


Culture drivers: A framework for brands that create culture

“Lifestyle brand” is a buzzword that has lost meaning in the consumer economy. Either imposed or self-ascribed, companies with the label use it as a justification for their ambition to become much more than a brand, but a way of life. Some are…


The difference between Brand and The Brand, and why neither are defensible

“The brand is defensible” is a phrase increasingly muttered across the consumer landscape. The challenge with a statement like this is that “brand” usually lacks a definition, further perpetuating an important misunderstanding: people are mixing up…