Brand Strategy
Brand positioning, architecture, equity measurement, and rebranding decisions.
3 articles
Brand architecture decisions that actually move revenue
Most CMOs inherit a brand architecture that was designed for a different competitive era. Knowing when to consolidate, stretch, or separate your brand portfolio is one of the highest-leverage decisions in the CMO's toolkit.
Jun 25, 2026Brand equity in the age of fragmentation: why most CMOs are measuring the wrong thing
As media channels multiply and consumer attention atomizes, the traditional metrics CMOs use to track brand health are becoming dangerously misleading. Here's what the most sophisticated brand builders are doing differently, and why the gap between them and everyone else is widening fast.
Jun 16, 2026Brand strategy in the age of fragmentation: why your brand architecture may be your biggest liability
Most CMOs can articulate their brand values in a slide deck but struggle to maintain coherent brand experiences across 15 touchpoints simultaneously. The brands winning today aren't the ones with the best positioning statements, they're the ones with the clearest architectural decisions and the discipline to execute them.