Thinking

The internet is in violent agreement again. Ferrari launches the Luce, its first electric car, and the verdict arrives immediately: “The problem is not the car. The problem is the brand.” or maybe both. We heard the same…

In the late 1990s, when David Aaker and I worked on what became the foundations of modern brand architecture, companies faced a practical problem. Portfolios were expanding faster than anyone could manage them. New…

Why premium food is booming in times of crisis The economic situation is currently strained. Inflation, rising living costs, and an uncertain job market are forcing many consumers to rethink their spending. Big-ticket…

Digital Obsolescence and the Question of What Brands Must Stand for in the Transition to the Platform Economy It rarely begins with a big bang. Usually it’s an update. An app that changes. A function that disappears.…

For a comprehensive framework on translating strategy into market execution, see our guide on go-to-market strategy. FO once told me something brutally honest. “Erich, I like marketing. I just don’t trust it.” I asked…

For years, we’ve argued about the same question: Is growth about penetration and availability? Or about meaning and differentiation? It was the wrong argument. The real issue is not Sharp versus brand builders. The…

For the last decade marketers have been told to do something that sounds perfectly reasonable. Learn to speak the language of the CFO. Understand finance. Show ROI. Prove marketing’s value. There is a steady stream…