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Insights Provoke Actions. Actions Drive Results.

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Today’s Brands Need Heroic Credibility

December 4, 2020 by Paul Leinberger

From Branding Strategy Insider, October 27, 2020, by Paul Leinberger Consumers have grown to distrust curated media and traditional marketing. They want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. They don’t want the polished media release, the staged press conference and the practiced responses. How, then, do brands […]

Filed Under: "Raw" Book, External Article Tagged With: brand values alignment, branding

Brand Values vs. Brand Militancy: A Short Series of Cautionary Tales

May 28, 2019 by Stephen Denny

ESPN made a mistake. In believing that the network stood for something far bigger than sports reporting, it decided that its real role in American culture was political militancy. It paid a heavy price for this misstep, losing 15 million subscribers over a period of 8 years. Now, with its brand and finances in tatters, […]

Filed Under: "Raw" Book Tagged With: advertising, brand alignment, branding, marketing, marketing strategy, Raw, values alignment

Recent Posts

  • How Adidas Approaches Co-Creation by “Swimming in the Culture”
  • Today’s Brands Need Heroic Credibility
  • Unfiltered Leadership In Times Of Crisis

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