Brand Strategy

Archive Tags Brand Strategy

Unique selling points are powerful — but should be used with care

Unique selling points are powerful, but as they have a finite shelf-life by design, we should always be careful not to make it only about them.

Woke capitalism is becoming a serious PR problem, too

Woke capitalism is influencing a growing number of PR professionals and pushing them to forget about one thing — the business function.

How to deal with brandcallers

Brandcallers are everywhere in social media. ”Why doesn't your brand speak out against X?" Here's how to deal with them using the Supermensch approach.

The CrossFit PR mayhem — the destruction of a global brand

The demise of CrossFit has been a long time coming. Glassman's tweet did stir up a perfect PR storm, but the brand CrossFit was already in serious trouble.

F*ck market research — why knowing your brand is better than knowing your audience

If you must choose, knowing your brand is better than knowing your audience. Authenticity trumps trying too hard to pour sweet honey down someone's ears.