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Old Man and Spotify – The Neil Young Fracas

When Brands with Values Clash With Value Brands: If you have been keeping up with the headlines, you probably saw the very public breakup between Neil Young, one of the legendary singer and song writers of our time, and Spotify, the largest streaming music service.

Brands With Values – How Tata Became a Market Leader

Tea is tea. So, how does a brand come from behind, nearly double its share and become the market leader in India, the world's second-largest tea-producing country? The surprising answer? By transforming itself into a “brand with values!" That is exactly...

Are Pharma Brands Drowning In a "Sea of Sameness"?

Recently, I was involved in interviewing patients for a chronic disease drug . We were testing multiple concepts for post-launch TV commercials...

Why ABBVIE's Skyrizi Ad Is Brilliant

The Skyrizi TV commercial uses the powerful Cognitive Branding principle of "Resolutionary Thoughts" to get its message across. Let me explain how it works...

Is The RXBAR Brand Really "No B.S."?

RXBAR bar launched a business that sold for $600 million to Kellogs with its "No B.S." brand positioning. It built consumer trust by maintaining an open book on its ingredients. "No Added Sugar. No Gluten. No Fillers. No Bad Stuff." But...

Does Fear Based Marketing Work?

With the COVID-19 pandemic, here’s a question for the experts: Should the CDC parade images of sick patients to coax the public to heed the threat?

When CEOs Forget They Are Brand Ambassadors

Bob Unanue lit a firestorm in the Latino community with his praise at the White House of Mr. Trump, saying “We are truly blessed ... to have a leader like President Trump who is a builder….”

Brands With Values — Ben & Jerry's

It isn’t easy being a “Brand with Values.” Last month, Ben & Jerry’s announced it would no longer sell its products in Jewish settlements built on occupied Palestinian land in the West Bank and East Jerusalem. As a result, it was...

Victoria's Secret: Can This Angel Soar Again?

A year or so ago, I wrote a blog called "How the World's Sexiest Brand became a Fallen Angel." I argued that Victoria's Secret, the well-known women's underwear store, had once succeeded like no other by celebrating women's right to be and show sexy. But...

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