Chris Brunstetter·Apr 27, 2025The Most Successful Brand Failure in HistoryD.A.R.E. was the Columbia House of public policy: overly-marketed, collectively experienced, and absolutely unsustainable once reality hit.A response icon1
@LarryEasto·Nov 20, 2023Crafting a Compelling Brand Promise: How to Stand Out in a Crowded MarketIn today’s crowded market, capturing the attention of clients is no easy feat. The answer lies in crafting a compelling brand promise.
Emanuele Madeddu·Jul 19, 2023Brand promise and product delivery must go hand in hand: a strategic reflection on VanMoof’s…I have been a fan of VanMoof for a long time. Their e-bikes are great, the design was appealing, the positioning and creativity was spot…
Colette Adwin·Feb 5, 2023Why Helping People is Bad for BusinessHelping people places the onus on them. Making a promise places the responsibility on you.
renaissance chambara·Nov 13, 2022Brand propositionThe brand proposition is what fires creative thinking in advertising and the bane of junior planners.
