All too often, brand organizations adopt a one-size fits all mentality to managing brand across the company. But, by adopting a more flexible mindset, teams can adapt, respond and retrench depending on what the situation calls for. We’ve got four tips to help you get and stay brand flexible.
Read MoreLast week, Travis Kalanick announced his resignation from Uber, the firm he started and one of Silicon Valley's magical unicorns. Having disrupted the taxi and car service industry in cities around the world, Kalanick somehow managed to disrupt his own company, angering investors, customers, drivers and municipalities to the point that #deleteuber had a real impact on the company's business. And in his tale is warning about mixing brand and the cult of personality.
Read MoreNissan's recent launch of the Nissan Rogue: Rogue One Star Wars Limited Edition isn't just a lesson in how not to name a product. It's a masterclass in what happens when marketing gets lazy and pursues partnerships that just don't make sense.
Read MoreAOL's marketing team seems to have confused themselves for their customers when developing the new name for the company. For the rest of us, it's provides a refresher on why job one for brand shepherds is understanding your customers.
Read MoreDoes your brand have the guts to take a stand? Patagonia provides a strong case for why brands ought to consider taking a more activist stance in their actions.
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