IDEAS

Are you ready to challenge conventional wisdom? Get in on our shared conversations about branding.

Idealog® is a monthly “hot take” on the topics of branding, business and culture. Eidos® is a monthly deep-dive into persistent brand challenges and solutions.

24 Sep 2018

Still Too Big to Brand

In the past decade, the banks deemed “too big to fail” have given the distinct impression that it’s business as usual—th...

6 min read
03 Sep 2018

Brands are Missing Out on Seniors

Brands are missing a trick when it comes to aging consumers. Most brands could justifiably be accused of elder neglect. ...

1 min read
03 Sep 2018

Are You Guilty of Greenwashing?

The debate on the cause of devastating forest fires in California rages. A rising level of disgust about plastic waste, ...

2 min read
26 Jul 2018

What's Up With Whole Foods?

Whole Foods is in trouble after its acquisition last August by Amazon. Customers and market experts are indicating its c...

2 min read
27 Jun 2018

Democratizing Brands

June brought the tragic loss of two pioneers who brought a populist sense of accessibility to goods that traditionally c...

1 min read
22 May 2018

Deceptive Branding

Branding involves the art of making something as attractive as possible, and packaging is key. But it can quickly stray ...

2 min read
02 May 2018

The Future of Agencies

The future of the behemoth ad agency seems in doubt, lately. It’s not only that the shock departure of WPP’s founder and...

4 min read
27 Mar 2018

How Can Healthcare Brands Create a Better Value Equation for Customers?

A version of this article was published by Healthcare Business Today.

5 min read
21 Feb 2018

Imagining the Future of Retail

With Amazon determined to airlift your shopping to you by drone in the near future, and the death-knell of the conventio...

2 min read
21 Feb 2018

What's in a Name?

“Because it is my name! Because I cannot have another in my life!”

3 min read
20 Dec 2017

Recruiting Millennials

This article was first published by the American Society of Association Executives.

4 min read
24 Nov 2017

Benefiting From Disasters

It seems like we’re caught in an endless sequence of natural disasters, and while it’s a delicate matter to be consideri...

2 min read
24 Nov 2017

Joining the Party

The much-discussed gig economy isn’t just for “creatives” and IT experts any more—everyone should Join the Party! Those ...

1 min read
24 Nov 2017

Leveraging Brands for Good

Consumers are increasingly looking to brands, including pop stars, to drive effective social change when governments can...

2 min read
15 Aug 2017

Corporate Rebranding

This article was originally published in PR Week.

3 min read
31 May 2017

Overestimating Backlashes

It’s tough for brands out there in cyberspace, where every move, every minute, seems vulnerable to catastrophic social m...

2 min read
03 May 2017

Brands Taking a Nosedive

When bad service meets social media, brands crash fast, which is all too visible right now with US airlines. United is d...

1 min read
06 Apr 2017

Taking a Stand

Brands traditionally shy away from politics, but a new US president has brought so many turbulent opportunities, many ma...

2 min read
09 Mar 2017

Buffing Hollywood’s Brand

Unsuspecting Angelinos awoke New Year’s Day to find their iconic “Hollywood” sign altered to read “Hollyweed.” Amidst th...

3 min read
25 Jan 2017

Thinking of a New Brand?

With a new year and big changes on the horizon, companies might be considering a rebrand. But a review of 2016’s rebrand...

1 min read
17 Nov 2016

Decoding Blockchain’s Potential for Brands

This article was first published by ClickZ.

4 min read
18 Aug 2016

Managing Bromance (Brand Romance, that is…)

What if the success of your brand depends, in part, on another brand? No matter how tight the relationship might seem, i...

1 min read
29 Jun 2016

Brands Acquiring Brands

Big companies looking to hitch a ride on hot trends often break out the checkbook, like Microsoft’s acquisition of Linke...

1 min read
25 May 2016

Stretching Brands

Attracting new customers with a change in business direction can be great for sales; alienating a large swath of existin...

1 min read
21 Apr 2016

Greenwashing Companies

On Earth Day, many companies will be patting themselves on the back for their achievements and commitments around sustai...

2 min read
28 Mar 2016

Too Big to Brand

In the past decade the banks deemed “too big to fail” have only gotten bigger and more homogeneously conservative. Inste...

4 min read
22 Dec 2015

Navigating the Paradox of Nonprofit Branding

A version of this article originally appeared in AdWeek.

5 min read
21 Oct 2015

Branding the Future (Part II)

Brands got a gift from the product-placement gods this week as Doc and Marty McFly come alive again in 2015, bringing wi...

2 min read
07 Oct 2015

What is a Chief Brand Officer?

Building a tribe around your brand requires a chief brand officer. Sure your CMO can broadcast your message, but the pla...

6 min read
28 Apr 2015

Winter is Coming

HBO has entered a pitched battle with viewers of Game of Thrones over how they get access to their fix of sex and swordp...

1 min read