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Best-In-Class Heritage Management: Create a Narrative That Says Who You Are

The notion that we relate to brands as we do to people appears in a 2016 Harvard Business Review article about strategic branding and positioning. Mark Bonchek observes that each time consumers engage with a brand, they are asking the question, “So tell me about… Read More

Heritage in Action: A Toolkit for Consumer Brands

Apple vs. Microsoft. Coca-Cola vs. Pepsi. Adidas vs. Nike. Whether we like it or not, consumer brand rivalries have a way of pulling us into the fray. We form impressions and we take sides. When it comes to relationship between consumer and brand, research shows that people think of brands… Read More