Brand strategy

Blog posts and podcast episodes about the strategic side of branding, including topics like brand purpose, brand positioning, brand personality, and brand experience; vision, mission, and values; strategic platforms, pyramids, and frameworks

Blog posts

Empty store shelves during COVID-19 pandemic

Branding in a time of crisis

Rob Meyerson · April 3, 2020

Writing a mission statement

How to perfect your mission statement when rebranding

Meredith Wood · March 23, 2020

Definition: What is an ingredient brand?

How Brands Are Built · March 16, 2020

Two beer bottles at sunset

A plea for exceptionalism

Casey Hill · March 12, 2020

Typewriter

Tell your story so much that you annoy yourself

Kyle York · February 19, 2020

Definition: What are brand pillars?

How Brands Are Built · February 9, 2020

Definition: What is brand value?

How Brands Are Built · January 21, 2020

Definition: What is brand equity?

How Brands Are Built · January 8, 2020

Our top content from 2019

Rob Meyerson · December 30, 2019

Adult and child holding hands

Walk your talk: Building a more empathetic brand for stronger customer connections

Maria Ross · November 25, 2019

Best of the Web: Facebook’s corporate rebrand

How Brands Are Built · November 13, 2019

Horizontal lines

David Aaker’s Brand Vision Model and how it works, part two

Rob Meyerson · November 7, 2019

Concentric circles

David Aaker’s Brand Vision Model and how it works, part one

Rob Meyerson · September 24, 2019

Emergency Pull - Photo by Jason Leung on Unsplash

Can your brand handle a PR crisis?

David Lasker · August 12, 2019

Useful List

Useful List: Podcasts about branding

How Brands Are Built · July 11, 2019

Grid of windows

Marty Neumeier’s Brand Commitment Matrix and how it works

Rob Meyerson · July 8, 2019

Guinness Class

How to win customers with brand-inspired customer experiences

Mitch Duckler · June 24, 2019

Liquid Death

Liquid Death is genius water that doesn’t care about looking smart

Aaron Dunn · June 12, 2019

Rachel Bernard

Branding news roundup: April/May 2019

Rob Meyerson · June 3, 2019

Kaepernick Nike ad

With great strategy comes great responsibility

Stef Hamerlinck · April 29, 2019

Definition: What is a brand audit?

How Brands Are Built · April 18, 2019

Pyramid

Brand loyalty and the psychology of love

Kristy Gulsvig · April 1, 2019

Brand architecture beyond the houses

Rob Meyerson · March 5, 2019

Definition: What is brand experience?

How Brands Are Built · January 30, 2019

Definition: What is brand image?

How Brands Are Built · December 27, 2018

Definition: What is brand identity?

How Brands Are Built · December 27, 2018

Polygons

The Brand Identity Prism and how it works

Caileigh Lombard · December 21, 2018

Definition: What is brand strategy?

How Brands Are Built · December 18, 2018

Best of the Web: Why do companies rebrand?

How Brands Are Built · December 14, 2018

Useful List

Useful List: Books recommended by branding experts

How Brands Are Built · November 16, 2018

Erminio Putignano

Managing brands in the Trump era: Not for the faint hearted

Erminio Putignano, PUSH Collective · November 13, 2018

Definition: What is brand personality?

How Brands Are Built · November 1, 2018

Definition: What is brand positioning?

How Brands Are Built · September 17, 2018

Definition of trademark

Definition: What is a trademark?

How Brands Are Built · August 6, 2018

Interview with Trevor Hubbard of Butchershop

Rob Goodman · July 9, 2018

How to create a unique brand for a non-profit

Marshall Strategy · July 9, 2018

So, you want to do branding?

Drew Letendre · June 21, 2018

Stars

Taming chaos: A more rigorous approach to interview analysis

Alex Foss · April 24, 2018

How to build more authentic brands with a Lifestyle Lens

Miriam Stone · April 10, 2018

Best of the Web: The importance of brand

How Brands Are Built · February 1, 2018

Definition: What is brand architecture?

How Brands Are Built · January 1, 2018

Definition: What is a brand?

How Brands Are Built · January 1, 2018

Podcast episodes

This way

Mini episode: Career advice

Rob Meyerson · March 9, 2020

How Brands Are Built season 3 interviewees

Season three wrap-up: How to build a brand experience

Rob Meyerson · January 15, 2020

Denise Lee Yohn

Denise Lee Yohn fuses brand, business, and culture

Rob Meyerson · December 9, 2019

Myra El-Bayoumi on the How Brands Are Built podcast

Myra El-Bayoumi doesn’t mind blowing up the process

Rob Meyerson · December 2, 2019

Alan Brew on the How Brands Are Built podcast

Alan Brew sees corporate narrative as the evolution of positioning

Rob Meyerson · November 18, 2019

Ana Andjelic on the How Brands Are Built podcast

Ana Andjelic helps brands design for social influence

Rob Meyerson · November 11, 2019

Dennis Hahn on How Brands Are Built

Dennis Hahn makes brand culture by Swarming

Rob Meyerson · November 4, 2019

Caren Williams

Caren Williams plays creative brain games with clients

Rob Meyerson · October 28, 2019

Fabian Geyrhalter on How Brands Are Built

Fabian Geyrhalter builds a brand platform in one very long day

Rob Meyerson · October 21, 2019

Ken Pasternak on How Brands Are Built

Ken Pasternak plots impact versus effort

Rob Meyerson · October 14, 2019

Jeremy Miller of Sticky Branding

Jeremy Miller helps you unlock your team’s creative genius

Rob Meyerson · October 7, 2019

Season two guests

Season two wrap-up: Five themes for brand positioning

Rob Meyerson · January 22, 2019

David Aaker on How Brands Are Built

David Aaker got religion on the power of stories

Rob Meyerson · December 10, 2018

Tim Riches builds bridges held up by brand pillars

Rob Meyerson · December 3, 2018

Miriam Stone

Miriam Stone uses the sticky note method

Rob Meyerson · November 26, 2018

Allen Adamson

Allen Adamson thinks Jerry Seinfeld would be a great brand manager

Rob Meyerson · November 19, 2018

Erminio Putignano

Erminio Putignano connects big ideas and tiny details

Rob Meyerson · November 13, 2018

Adam Morgan

Adam Morgan asks clients what they hate most about their category

Rob Meyerson · November 5, 2018

Gareth Kay

Gareth Kay believes brands should show, not just tell

Rob Meyerson · October 29, 2018

Laura Ries

Laura Ries has six brand positioning principles

Rob Meyerson · October 22, 2018

Marty Neumeier

Marty Neumeier wrote a business thriller

Rob Meyerson · October 15, 2018

This is_ How Brands Are Built

Rob Meyerson · March 5, 2018