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ESPN made a mistake. In believing that the network stood for something far bigger than sports reporting, it decided that its real role in American culture was political militancy. It paid a heavy price for this misstep, losing 15 million subscribers over a period of 8 years. Now, with its brand and finances in tatters, […]

In a recent interview on the Brand Fast-Trackers podcast, Jabra North America president Pete Fox described how applying the Killing Giants Framework delivered $20 million in incremental pipeline sales to his company. This is a great case study in “seizing the narrative.” Give it a listen.

I see four significant trends impacting the future of work and I’ll describe them here, along with the implications of them for employers, workers and everyone in between. This comes from consulting with fun and interesting clients in the US, Asia and Europe in industries from telecom and technology to performance apparel, food and other […]

  (This is the second in a two-part blog-exchange on brand decision-making I’m doing with Denise Lee Yohn.  I kicked things off last week with a post called “Killing Retail Giants” and today Denise answers the questions I posed to her about retail small businesses.  We’re both teaching sessions in the Marketing Profs University course, Marketing Your […]

Don’t Buy This Jacket. Outdoor athletes – the real high achievers, in particular – understand Patagonia’s tagline. And Patagonia’s tagline clearly shows that they understand their core market to a remarkable degree.  That’s nice, for a change. Outdoor enthusiasts do things that the rest of us don’t. They spend time on mountains. In winter. On […]