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

Definition of tagline (What is a tagline?)

Rob MeyersonAugust 4, 2026

Definition of brand asset (What is a brand asset?)

The problems with “brand storytelling”

Rob MeyersonJune 1, 2026

Global market potential: the power of brand localization in the Arabian Gulf and beyond

Hafedh BucheeryApril 13, 2026

Fully Saturated, Emliy Penny, Joel Stein

Why agencies must think of themselves as brands

Joel SteinSeptember 11, 2025

Floating sneaker that becomes more pixelated toward the heel (right side). Blue tint.

Designing brands for algorithm recognition in an AI-driven world

Eleanor HecksAugust 2, 2025

Man holding phone shooting video of water and sunset

Integrating AI UGC with your existing marketing strategies

Himanshu ChhimpaMay 14, 2025

Neon heart

“Brand love” won’t save your soul

Austin FrankeMay 1, 2025

I love you painted in various language from around the world on wood

Why brand localization matters: connecting with global audiences

Mariia LvovychApril 1, 2025

Four essential questions to future-proof your brand tracker in 2025

John BirdMarch 5, 2025

Diagram of human

The importance of building a “human” brand in a digital world

Eleanor HecksFebruary 21, 2025

Jaguar rebrand JR monogram

The Jaguar rebrand was just the first misstep

Rob MeyersonDecember 2, 2024

Soundwave

Creating a signature sound: The art and science of sonic branding

Eleanor HecksOctober 30, 2024

blue brain all lit up

The intersection of branding, psychology, and biology: Driving long-term conversion rates

Jakob TrpinSeptember 20, 2024

What now? square

Subtle brand signals: mastering recognition in a digital era

Jakob TrpinAugust 11, 2024

Overwhelmed brands

The behavior of overwhelmed brands in today’s market

Jakob TrpinJune 13, 2024

Man standing at fork in the road with icons/logos at each end of the fork

Is brand important? It depends

Barry SilvermanFebruary 12, 2024

Nine big branding stories of 2023

Nine pieces of big branding news from 2023

How Brands Are BuiltJanuary 10, 2024

Top content 2021

Our top five posts of 2023

Rob MeyersonDecember 20, 2023

The best branding books to look for in early 2024

How Brands Are BuiltNovember 30, 2023

Emmanuel Probst on How Brands Are Built

Q&A with Dr. Emmanuel Probst, author of Assemblage

Rob MeyersonNovember 28, 2023

Coffee cup from Best Made; photo by Nathan Lemon

The impact of brand purpose: incorporating social and environmental responsibility

Dewey GrantOctober 26, 2023

Photo by Megan Bucknall on Unsplash

Your brand is a signal

Rob MeyersonSeptember 25, 2023

How to launch a brand, from planning to execution

Zulie RaneAugust 24, 2023

Mark Ritson

Five marketing books recommended by Mark Ritson

Rob MeyersonAugust 22, 2023

Q&A with Matt Egan of Siegel+Gale

Rob MeyersonApril 17, 2023

Definition of on brand (What is the meaning of on brand?)

Rob MeyersonMarch 29, 2023

Top branding experts in 2023

The top branding experts to follow in 2023

Zulie RaneJanuary 30, 2023

Katie Klencheski on How Brands Are Built

Q&A with Katie Klencheski, founder of SMAKK

Rob MeyersonDecember 12, 2022

Best Branding Books 2023

Best branding books to look for in 2023

Rob MeyersonNovember 28, 2022

Branding workshop

Six branding workshop exercises you haven’t tried yet—but should

Zulie RaneNovember 10, 2022

Photo by Tim Mossholder on Unsplash

The psychology behind developing brand loyalty

Travis DillardNovember 2, 2022

Sarah Robb portrait on How Brands Are Built

Q&A with Sarah Robb of Brand Strategy Academy

Rob MeyersonOctober 5, 2022

Definition of rebranding

Definition of rebranding (What is rebranding?)

Rob MeyersonAugust 22, 2022

The ultimate branding checklist for businesses of all sizes

Sam DarwinJuly 31, 2022

Beat Baudenbacher Q&A

Q&A with Beat Baudenbacher of loyalkaspar

Rob MeyersonJuly 11, 2022

Jessie McGuire Q&A

Q&A with Jessie McGuire of Thought Matter

Rob MeyersonApril 18, 2022

Heinz 57 mustard

Branding news roundup: March 2022

Rob MeyersonApril 7, 2022

Danny Somekh of Huddle

Q&A with Danny Somekh of Huddle

Rob MeyersonFebruary 4, 2022

Top content 2021

Our top content from 2021

Rob MeyersonDecember 20, 2021

How to gain reliable insights from brand metrics

Michael MetcalfNovember 7, 2021

Funnel

Why most brands fail to grow

Ian BarnardOctober 24, 2021

Five ways to find your brand voice as an online store

Kate ParishOctober 11, 2021

Branding definition on How Brands Are Built

Definition of branding (What is branding?)

Rob MeyersonSeptember 9, 2021

Reflection man

Five psychological phenomena at work in branding

Rob MeyersonAugust 12, 2021

Branding: In Five and a Half Steps

The five and a half steps of Branding: In Five and a Half Steps

Krystle DickersonJuly 26, 2021

Martin Lindstrom Q&A

Q&A with Martin Lindstrom

Rob MeyersonJune 28, 2021

Amazon on phone screen

10 effective ways to build your brand on Amazon

Jayce BrodaJune 14, 2021

Brand obituary: A little-known strategy to achieve brand clarity

Sliman BaghouriMay 23, 2021

marketing to millennials infographic

Three tips for marketing to millennials (infographic)

Jessica BakerApril 27, 2021

Four-leaf clover for good luck

Seven ways to improve your organization’s luck

Andy NairnApril 14, 2021

Pepsi rebranding mistake

How to avoid a rebranding mistake: five examples

Beth DoaneMarch 17, 2021

Branding books

Five of the best branding books for 2020 and 2021

Christine SmithMarch 11, 2021

Matt Miksa Q&A

Q&A with Matt Miksa, author and brand strategist

Rob MeyersonMarch 9, 2021

Coffee shop

Know your customers, build a stronger brand

Katie DooleyMarch 3, 2021

Sruthi Sadhujan

Q&A with Sruthi Sadhujan of Hyperakt

Rob MeyersonFebruary 18, 2021

Positioning

Three ways to position your services brand

Michael ZipurskyFebruary 16, 2021

Nine tips for building a unique business brand

Kevin UrrutiaFebruary 3, 2021

Introducing the Brand Personality Cards

Rob MeyersonFebruary 1, 2021

Time to rebrand

Time to rebrand? Seven signs it’s time to rethink your brand strategy

Jessica WalrackJanuary 6, 2021

Definition of differentiation

Definition of differentiation (What is differentiation?)

Rob MeyersonDecember 24, 2020

Our top content of 2020

Rob MeyersonDecember 23, 2020

Coca-Cola billboard

10 ways to promote your new brand

Joshua SharpDecember 16, 2020

Q&A with Jos Harrison of RB

Rob MeyersonDecember 14, 2020

Trends

Six brand trends we’re thankful for in 2020

AnnMarie FlamencoDecember 10, 2020

Some thoughts about brand personality

Rob MeyersonDecember 2, 2020

Definition of brand archetype (What is a brand archetype?)

Rob MeyersonNovember 19, 2020

Jacob Cass of JUST Creative on How Brands Are Built

Q&A with Jacob Cass of JUST Creative

Rob MeyersonOctober 5, 2020

Useful List

Summaries of branding books (Useful List)

Rob MeyersonSeptember 22, 2020

Michael Wintrob Q&A

Q&A with Michael Wintrob, Chief Strategy Officer at LPK

Rob MeyersonSeptember 14, 2020

Definition of brand essence (What is a brand essence?)

Rob MeyersonSeptember 9, 2020

Sam Caron Q&A on How Brands Are Built

Q&A with Sam Caron, brand strategist and identity designer

Rob MeyersonAugust 27, 2020

Brand strategy audiobooks (Best of the Web)

Rob MeyersonAugust 24, 2020

What is a brand experience? (infographic)

Stuart HarrisonAugust 10, 2020

microphone

Five reasons your company needs sonic branding

David CiccarelliJune 1, 2020

Empty store shelves during COVID-19 pandemic

Branding in a time of crisis: COVID-19

Rob MeyersonApril 3, 2020

Writing a mission statement

How to perfect your mission statement when rebranding

Meredith WoodMarch 23, 2020

Definition of ingredient brand (What is an ingredient brand?)

Rob MeyersonMarch 16, 2020

Two beer bottles at sunset

A plea for exceptionalism

Casey HillMarch 12, 2020

Typewriter

Drumbeat Marketing: Tell your story so much that you annoy yourself

Kyle YorkFebruary 19, 2020

Definition of brand pillars (What are brand pillars?)

Rob MeyersonFebruary 9, 2020

Definition of brand value (What is brand value?)

Rob MeyersonJanuary 21, 2020

Definition of brand equity (What is brand equity?)

Rob MeyersonJanuary 8, 2020

Our top content from 2019

Rob MeyersonDecember 30, 2019

Adult and child holding hands

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

Maria RossNovember 25, 2019

Facebook’s corporate rebrand (Best of the Web)

Rob MeyersonNovember 13, 2019

Horizontal lines

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

Rob MeyersonNovember 7, 2019

Concentric circles

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

Rob MeyersonSeptember 24, 2019

Emergency Pull - Photo by Jason Leung on Unsplash

Can your brand handle a PR crisis?

David LaskerAugust 12, 2019

Useful List

Podcasts about branding (Useful List)

How Brands Are BuiltJuly 11, 2019

Grid of windows

Marty Neumeier’s Brand Commitment Matrix and how it works

Rob MeyersonJuly 8, 2019

Guinness Class

How to win customers with brand-inspired customer experiences

Mitch DucklerJune 24, 2019

Liquid Death

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

Aaron DunnJune 12, 2019

Rachel Bernard

Branding news roundup: April/May 2019

Rob MeyersonJune 3, 2019

Kaepernick Nike ad

With great strategy comes great responsibility

Stef HamerlinckApril 29, 2019

Definition of brand audit (What is a brand audit?)

Rob MeyersonApril 18, 2019

Pyramid

Brand loyalty and the psychology of love

Kristy GulsvigApril 1, 2019

Brand architecture beyond house of brands and branded house

Rob MeyersonMarch 5, 2019

Definition of brand experience (What is brand experience?)

Rob MeyersonJanuary 30, 2019

Definition of brand image (What is a brand image?)

Rob MeyersonDecember 27, 2018

Podcast episodes

Alex Foss on How Brands Are Built: Good research starts with good questions

Alex Foss says good research starts with good questions

Rob Meyerson March 9, 2026

The Q&A episode of the How Brands Are Built podcast

The Q&A episode

Rob Meyerson March 10, 2025

Jacob Cass ran a wildly successful summit

Jacob Cass ran a wildly successful summit

Rob Meyerson December 23, 2024

Alex Center on How Brands Are Built

Alex Center links package design to fashion

Rob Meyerson July 2, 2024

Video: Designing Brand Identity book launch at Noise 13

Rob Meyerson June 20, 2024

Fabian Geyrhalter on How Brands Are Built

Fabian Geyrhalter builds and launches successful brands

Rob Meyerson May 13, 2024

Rob Goodman

Rob Goodman uses content to drive business outcomes

Rob Meyerson March 6, 2024

How Brands Are Built season four guests

Season four wrap-up: How brands (and branding professionals) can do good

Rob Meyerson June 7, 2021

Alina Wheeler on How Brands Are Built

Alina Wheeler has a doppelgänger named Blake Deutsch

Rob Meyerson December 21, 2020

Nirm Shanbhag on How Brands Are Built

Nirm Shanbhag sees brand architecture from the consumer’s perspective

Rob Meyerson December 7, 2020

Emily Heyward on How Brands Are Built

Emily Heyward builds brands that inspire obsession

Rob Meyerson November 23, 2020

Sunny Bonnell on the How Brands Are Built podcast

Sunny Bonnell reframes your vices as virtues

Rob Meyerson October 26, 2020

Dava Guthmiller on How Brands Are Built

Dava Guthmiller makes the invisible visible

Rob Meyerson October 12, 2020

Dr. Jason Chambers on How Brands Are Built

Dr. Jason Chambers explains the origins of racist brands

Rob Meyerson September 28, 2020

Rob Meyerson on IGTV

Special episode: Rob Meyerson on IG Live with Ilya Lobanov of Studeo

Rob Meyerson July 27, 2020

Special episode: Rob Meyerson on the JUST Branding Podcast

Rob Meyerson July 13, 2020

David Aaker on How Brands Are Built

Mini episode: David Aaker on game-changing subcategories

Rob Meyerson April 27, 2020

Cleaning products

Mini episode: Brands reacting to COVID-19

Rob Meyerson April 15, 2020

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