Brands Be Nimble

Principles and practices for better branding. By Ayo Seligman and Kay Whitchurch. We hear it every day: Everything is changing. Social media, globalization and climate change are just a few of the powerful — and complex — forces at work in our lives. Not only are people more connected, with constant access to a world of opinion mixed with fact, but they’re also feeling less confident, lacking control over everything from home to work to politics.

Nearly every business category is more crowded, too. The grocery aisle was once the most salient example of brand proliferation. Now consumer electronics, fashion, entertainment, travel, and even finance boast a dizzying array of product and service brands … read >>