Category: Insights

  • The Outside View: Fashion’s Suicidal Path – why fashion should be careful to not undervalue anticipation even in the digital age

    If you’re old enough, you may remember that sense of anticipation before your favorite band released their newest album, the excitement before the movie you so-couldn’t wait-to-see hit the cinemas, or even — if you’re a fashionista — the seemingly endless six-month wait between the sneak peaks at the Parisian and Milanese fashion shows and […]

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  • Even the king of the online shopping world needs a physical retail presence

    Even the king of the online shopping world needs a physical retail presence. The brand new Amazon 4-star debuted last week in New York. It’s another in a succession of firsts I think is now completely synonymous (read expected) with the brand. Clearly, Amazon feels it must have some level of physical contact with consumers, […]

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  • Is Nike On a Suicide Mission?

    Monday afternoon, Nike welcomed Colin Kaepernick back into its exclusive club of brand ambassadors. Hours later hundreds of shoes were spotted burning on Facebook pages. Angry fans swearing never to wear their Nikes again. Did Nike just commit their biggest mistake of all time? The world of brands has changed. No longer are they permanently […]

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  • The 5 Best Brands to Learn From

    “Martin, which brands do you admire most?” “Martin, what brands can I look to as I seek to improve my business?” I’ve been asked these questions, or some variation of them, hundreds of times over my career. The truth is simple. The best brands are almost always the brands that interact with and learn from […]

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  • The Secret Ingredient in Halo Top’s Branding Success

    Halo Top has led a sea change in the ice cream industry and other ice cream brands are following, desperate for a bite of their profits.     Have you tried Halo Top? Chances are, if you’re an American, you’ve seen the low-calorie ice cream at your local supermarket, even if you haven’t tasted it […]

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  • How to Eat Your Way to Success

    Today in the USA it’s not just July 4th, it’s the Fourth of July. Now tell me, as you read those words, what was the first thing that popped into your head? Was it fireworks? The Declaration of Independence? The old Red, White, and Blue? While it’s reasonable any of these could be the first […]

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  • A Red Victory

    Ever notice those red soles featured on luxury high heel shoes? I’m sure you have because the name and shoes of Christian Louboutin have been omnipresent recently. Originally invented more or less by mistake as Louboutin’s designer was painting her nails when shaping a shoe, it became the source of inspiration and a signature for his […]

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  • International House of Brilliant

    Did you correctly guess what “IHOB” stands for? Today, the pancake house chain announced that they’re changing their name to “International House of Burgers” — and the internet flipped. To be fair, it’s only a marketing campaign, and IHOP isn’t changing its name for good. But when the campaign’s social media rollout began last week, […]

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  • Small Business Branding Strategies To Beat The Pros

    Thanks to my work as a brand consultant, I’m fortunate enough to get to spend time helping giant companies like Disney, LEGO, and Unilever discover the essence of their respective brands. But some of the conversations on this subject I enjoy most are the ones I have at events, offices, and coffee shops around the […]

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