Brand Building

April 11, 2022

Brand Mascots: A Powerful Strategic Tool for Kid-Targeted Innovation

Brands spend an immense amount of time and money getting a new product to market, so it’s critical to give each launch its best shot at success. And if that new launch is targeted to kids or young families, a brand mascot can be an important part of the equation.

April 5, 2022

How To Beat Challenger Brands At Their Own Game

There has been a lot written on challenger brands and how to succeed as one. But what if you aren’t a challenger brand? What if you are the brand that is being… challenged? Category leaders often make the mistake of relying on their (typically) larger marketing budgets to play defense and outspend the emerging competition.

April 5, 2022

Consumer Personas: The “Characters” of a Brand’s Story

Every story needs characters. Dynamic, multi-dimensional individuals that push the action forward and enrich the narrative with relatable motivations and provocative decisions. But stories aren’t just limited to the pages of a book or the constraints of a screen. Stories are everywhere. Stories permeate our culture and our history.

April 5, 2022

Top Innovation Conferences You Can Still Attend in 2022

After nearly 2 years of virtual-only versions, many top innovation conferences have returned to an in-person format for 2022. And the good news is that even though we are now officially several months into 2022, there are still plenty of opportunities to catch some of the most inspiring innovation conferences of the year.

September 27, 2021

5 Tips for Developing Flavors for Kids

You wouldn’t think it would be hard to develop foods and beverages for consumers who happily eat their own boogers. But, as every parent knows, kids can be the pickiest (no pun intended!) critics around.

September 22, 2021

6 Things Every Marketer Should Know About Trademark Law

Get smart on naming and branding—no law degree required! To be clear, I’m not an attorney. I’m in marketing. And, as a marketer, I’ve named a lot of different things over the years: products, services, ideas, technologies, brands. All of these things need to be trademarked.



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