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Blog (brand strategy)

5 errors to avoid in activating brand strategy

5 Errors to Avoid in Activating Brand Strategy

In April 2017, Pepsi released an extended advertisement. The video, which lasted two and a half minutes in its entirety,...

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Your Brand Strategy Answer? Asking Better Questions

Ask any child what they know about Albert Einstein, and they’ll produce the fabled answer: E=mc2. He’d probably prefer his...

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Five Common Mistakes in Building Brand Trust

5 Common Mistakes in Building Brand Trust

In July of 2016, Wells Fargo was the envy of many financial institutions. Relatively untarnished by the post-Recession ire directed...

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love on the brain

Love is in the Brain (Forget the Heart)

Valentine’s Day can be a complex holiday. At least it is for me. It has been since I was in...

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Business

The Brand is Not Part of the Business; It IS the Business

People don’t invest a lot of time on details. They sort out the promise a brand makes and the meaning...

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Story

Every Brand is a Story. How Will Yours Be Told?

Storytelling is the most elemental form of human communication. People pass along their brand experiences to others in the form...

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rock climbers

Higher-Purpose Branding

IBM is an example of a company with integrity and authenticity, and as the best business leaders know, these are...

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Doing Well By Doing Good

An effective brand’s most important reason for being comes in the articulation of its purpose or mission. A mission is...

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From “Voice of the Customer” To “Mind of the Customer”

One of our critical mantras here at Brandtrust is, "If you want to know why people do what they do, the worst thing you can do is ask them."

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The Time & Place for Brands

Even with the plethora of media choices available and finest analytics to measure media effectiveness, brands are still stuck with how to make themselves welcome in people’s lives. In order to do that, we have to think more about how people actually live their lives.

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