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Culture + Brand Strategy
Six years ago, I shared my 16 Rules of Brand Strategy, a list of tenets to build or test your company’s strategy. That article went viral and is still referenced today more than any of my other pieces. But consumers and culture have changed a great deal, so it’s time to write some new rules.
Consider the original 16 rules to be the cost of entry. They are now the baseline requirement for brand building. This new and revamped list is how you build on that foundation and level up to greatness.
At the heart of every culturally impactful brand is a wager on what the next 5, 10 or 15 years will look like. Impactful brands make it their job
Great strategists don’t ask who will win. They ask what the world will look like when the truths of today are false tomorrow.
On signaling behavior, moving the defaults and taking big swings For a few weeks during the Coronavirus’ spread across the United States, Americans all spoke the same language. Phrases like “flatten
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