People often talk about brand strategy as something they can plug-n-play. But if strategy was this simple, fewer brands would fail and more would find fame, success, and impact.

Showing up to the market as your unique and unmistakeable self isn’t just a matter of creative strategy. It’s vital to commercial survival and success.

Half of today’s workforce would take a 15% pay cut to work for an organization with an inspiring purpose. Understanding and defining your organization’s purpose is essential to create a strong brand.

Finding your brand’s “one big idea” requires walking the same paths over and over and looking for repeated signals. Some call it the “big idea” or “brand idea.”

If brands are as important to business as many sources suggest, why do CEOs neglect to invest in the nurture and growth of their brand?

Healthy organizations care about their customers by reflex and customer research can help you understand and serve those customers better as their needs evolve.

It’s hard to find the time to step back and assess how well your brand is really growing. Your instincts may tell you one thing, but what’s the truth?

Selling a service with invisible benefits is incredibly difficult. Customers question: am I getting what I paid for, is it making a difference, is it all in my head?

A real strategy involves a clear set of choices that define what the organization will do and won’t do. Many strategies fail because they don’t represent a set of clear choices.

Has business been more difficult? Do customers seem less loyal? Are your teams out of sync? If so, it’s important to get above the day-to-day and assess the real drivers of your organization.

Do you wonder what a brand-powered business looks like? Doing so requires leaving behind a traditional, vertical view and thinking holistically in four areas.

When it comes to taglines, there are different approaches that can help fight against the challenges of your category when communicating your brand’s promise.