Alaska and the Virgin: Why being cool is not enough

Brands are not art to be appreciated in a gallery. They are tools. And the only tool worth having is one that works.

Brand Strategynirm shanbhagApril 3, 2017Notch Strategy LLCAirlines, business-alignedComment

Patagonia and the need for brand activism

Does 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.

Brand Strategynirm shanbhagMarch 21, 2017patagonia, brand activism, brand strategyComment

JetSmarter: This is not how a brand should behave

JetSmarter's approach to press relations highlights a misunderstanding all too common amongst marketers: that your brand deserves to be respected.

Culture, Brand Strategynirm shanbhagMarch 7, 2017brand, culture, behavior, patagonia, jetsmarter, toms, at&t Comment

Vail buys Stowe and what it teaches us about defining clear brand roles

Brand Strategynirm shanbhagMarch 2, 2017brand, portfolio, architectureComment

Brand-led vs Brand-lagging

In times of change, too many brands fall behind their organization. The best brands are those that lead the charge and shape what's to come. Here are five ways to ensure your brand leads, not lags.

Brand Strategynirm shanbhagFebruary 15, 2017brand, inflection, transformation, strategy, tips Comment

At Notch, a point of view is always required. It's not about being dogmatic. It's about being thoughtful and willing to take a position.

Brands are not art to be appreciated in a gallery. They are tools. And the only tool worth having is one that works.