Over the last two decades, marketers and branders have continuously tried to determine how to reach the new, younger generation. Millennials, also known as Generation Y, are the focus of so much brand research. Should brands be adapted to this generation and its specific desires?

Aaron Hall

Whitepapers

Naming for Generations

Over the last two decades, marketers and branders have continuously tried to determine how to reach the new, younger generation. Millennials, also known as Generation Y, are the focus of so much brand research. Should brands be adapted to this generation and its specific desires?

Aaron Hall

Every consumer is on their own journey – towards a more environmentally conscious and sustainable future. When it comes to electric vehicles (EVs), the pace of that journey to adoption varies based on consumers’ readiness for broader lifestyle change. In order to understand how the gap to electric vehicle adoption can be bridged, automotive companies need … Continued

Ben Osborne & Liz Olsen

Whitepapers

Leveraging brand to bridge the adoption gap

Every consumer is on their own journey – towards a more environmentally conscious and sustainable future. When it comes to electric vehicles (EVs), the pace of that journey to adoption varies based on consumers’ readiness for broader lifestyle change. In order to understand how the gap to electric vehicle adoption can be bridged, automotive companies need … Continued

Ben Osborne & Liz Olsen

The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world. The financial reengineering and corporate restructuring soon to occur is certain to result in a spate of mergers, acquisitions and divestitures. Some of these transactions will be domination plays, where financially stable market leaders will acquire vulnerable competitors, coveted technologies or entry to new markets...

Howard Belk + Matt Egan

Whitepapers

Brand building for the coming wave of corporate M&A

The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world. The financial reengineering and corporate restructuring soon to occur is certain to result in a spate of mergers, acquisitions and divestitures. Some of these transactions will be domination plays, where financially stable market leaders will acquire vulnerable competitors, coveted technologies or entry to new markets...

Howard Belk + Matt Egan

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak

Whitepapers

Five Things Every CMO or Brand Marketer Should Be Doing Right Now

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak

Our new normal is unavoidable: every day brings new questions and uncertainty given the COVID-19 epidemic. Between dealing with personal implications of social separation and approaching the immediate crisis communication needs appropriately, it can be hard to find time to focus on other priorities. These pressing requirements can mean that the core asset, key to not only survival, but ultimately long-term growth post-crisis, is not forgotten: the brand.

Brian Rafferty

Whitepapers

How to not forget brand ROI and still focus on the essential in uncertain times

Our new normal is unavoidable: every day brings new questions and uncertainty given the COVID-19 epidemic. Between dealing with personal implications of social separation and approaching the immediate crisis communication needs appropriately, it can be hard to find time to focus on other priorities. These pressing requirements can mean that the core asset, key to not only survival, but ultimately long-term growth post-crisis, is not forgotten: the brand.

Brian Rafferty