The best books on branding are not the ones with the most sophisticated frameworks. They are the ones that change how you see the work, how you talk to clients, and how you make decisions when the brief is vague and the pressure is real. After two decades running agencies and sitting across the table…
CPG brand strategy is the framework that determines how a consumer packaged goods brand positions itself, communicates its value, and builds preference at the point of purchase and beyond. Done well, it connects product truth to shopper behaviour in a way that creates lasting commercial advantage. Done poorly, it produces packaging refreshes and taglines that…
Brand.ai is a collaborative brand management platform designed to help teams maintain consistency across assets, channels, and contributors. It sits in a growing category of tools that promise to solve one of the oldest problems in marketing: keeping a brand coherent when multiple people are building with it simultaneously. Whether it delivers on that promise…
Brand transition strategy is the structured process of moving a brand from one position, identity, or market perception to another without destroying the equity you have already built. Done well, it is one of the most commercially valuable things a marketing team can do. Done badly, it confuses customers, demoralises staff, and hands market share…
The laws of marketing are not rules invented by academics or consultants. They are patterns that have held across enough markets, categories, and time periods that ignoring them tends to be expensive. Some are counterintuitive. Most are inconvenient. All of them push back against the way marketing departments prefer to think about their own work….
Brand credibility is the degree to which your audience believes you can do what you claim. It is not built through positioning statements or visual identity alone. It accumulates through consistent delivery, honest communication, and the gap between what a brand promises and what it actually provides being as small as possible. Most brands have…
Family branding is a strategy where a company markets multiple products under a single parent brand name rather than creating separate identities for each product line. Done well, it lets brand equity compound across a portfolio. Done poorly, it dilutes the parent brand and leaves customers confused about what the company actually stands for. The…
Repositioning is the deliberate act of changing how a brand, product, or company is perceived in the minds of a target audience. It goes beyond a logo refresh or a new campaign: it means shifting the competitive frame, the audience, the value proposition, or some combination of all three. It is one of the most…
Dying brands rarely collapse overnight. They fade, quarter by quarter, until the business finally catches up with what the market already knew. The warning signs are almost always visible in retrospect, and often visible in real time if you know what to look for. A dying brand is not just one with declining revenue. It…
A family brand is a single brand name applied across multiple products or product lines within the same company. Rather than creating a separate brand identity for each product, the business trades on a shared name, reputation, and set of associations. Procter and Gamble’s individual product brands are a classic counter-example. Heinz, Virgin, and Apple…
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