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 rebranding

Definition of rebranding (What is rebranding?)

How Brands Are Built · August 22, 2022

The ultimate branding checklist for businesses of all sizes

Sam Darwin · July 31, 2022

Beat Baudenbacher Q&A

Q&A with Beat Baudenbacher of loyalkaspar

Rob Meyerson · July 11, 2022

Jessie McGuire Q&A

Q&A with Jessie McGuire of ThoughtMatter

Rob Meyerson · April 18, 2022

Heinz 57 mustard

Branding news roundup: March 2022

Rob Meyerson · April 7, 2022

Danny Somekh of Huddle

Q&A with Danny Somekh of Huddle

Rob Meyerson · February 4, 2022

Top content 2021

Our top content from 2021

Rob Meyerson · December 20, 2021

How to gain reliable insights from brand metrics

Michael Metcalf · November 7, 2021

Funnel

Why most brands fail to grow

Ian Barnard · October 24, 2021

Five ways to find your brand voice as an online store

Kate Parish · October 11, 2021

Branding definition on How Brands Are Built

Definition of branding (What is branding?)

How Brands Are Built · September 9, 2021

Reflection man

Five psychological phenomena at work in branding

Rob Meyerson · August 12, 2021

Branding: In Five and a Half Steps

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

Krystle Dickerson · July 26, 2021

Martin Lindstrom Q&A

Q&A with Martin Lindstrom

Rob Meyerson · June 28, 2021

Amazon on phone screen

10 effective ways to build your brand on Amazon

Jayce Broda · June 14, 2021

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

Sliman Baghouri · May 23, 2021

marketing to millennials infographic

Three tips for marketing to millennials (infographic)

Jessica Baker · April 27, 2021

Four-leaf clover for good luck

Seven ways to improve your organization’s luck

Andy Nairn · April 14, 2021

Pepsi rebranding mistake

How to avoid a rebranding mistake: five examples

Beth Doane · March 17, 2021

Branding books

Five of the best branding books for 2020 and 2021

Christine Smith · March 11, 2021

Matt Miksa Q&A

Q&A with Matt Miksa, author and brand strategist

Rob Meyerson · March 9, 2021

Coffee shop

Know your customers, build a stronger brand

Katie Dooley · March 3, 2021

Sruthi Sadhujan

Q&A with Sruthi Sadhujan of Hyperakt

Rob Meyerson · February 18, 2021

Positioning

Three ways to position your services brand

Michael Zipursky · February 16, 2021

Nine tips for building a unique business brand

Kevin Urrutia · February 3, 2021

Introducing the Brand Personality Cards

Rob Meyerson · February 1, 2021

Time to rebrand

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

Jessica Walrack · January 6, 2021

Definition of differentiation

Definition of differentiation (What is differentiation?)

How Brands Are Built · December 24, 2020

Our top content of 2020

Rob Meyerson · December 23, 2020

Coca-Cola billboard

10 ways to promote your new brand

Joshua Sharp · December 16, 2020

Q&A with Jos Harrison of RB

Rob Meyerson · December 14, 2020

Trends

Six brand trends we’re thankful for in 2020

AnnMarie Flamenco · December 10, 2020

Some thoughts about brand personality

Rob Meyerson · December 2, 2020

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

How Brands Are Built · November 19, 2020

Jacob Cass of JUST Creative on How Brands Are Built

Q&A with Jacob Cass of JUST Creative

Rob Meyerson · October 5, 2020

Useful List

Summaries of branding books (Useful List)

How Brands Are Built · September 22, 2020

Michael Wintrob Q&A

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

Rob Meyerson · September 14, 2020

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

How Brands Are Built · September 9, 2020

Sam Caron Q&A on How Brands Are Built

Q&A with Sam Caron of @thebrandingsam

Rob Meyerson · August 27, 2020

Brand strategy audiobooks (Best of the Web)

How Brands Are Built · August 24, 2020

What is a brand experience? (infographic)

Stuart Harrison · August 10, 2020

microphone

Five reasons your company needs sonic branding

David Ciccarelli · June 1, 2020

Empty store shelves during COVID-19 pandemic

Branding in a time of crisis: COVID-19

Rob Meyerson · April 3, 2020

Writing a mission statement

How to perfect your mission statement when rebranding

Meredith Wood · March 23, 2020

Definition of ingredient brand (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

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

Kyle York · February 19, 2020

Definition of brand pillars (What are brand pillars?)

How Brands Are Built · February 9, 2020

Definition of brand value (What is brand value?)

How Brands Are Built · January 21, 2020

Definition of brand equity (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

Facebook’s corporate rebrand (Best of the Web)

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

Podcasts about branding (Useful List)

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 of brand audit (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 house of brands and branded house

Rob Meyerson · March 5, 2019

Definition of brand experience (What is brand experience?)

How Brands Are Built · January 30, 2019

Definition of brand image (What is a 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

Why companies rebrand (Best of the Web)

How Brands Are Built · December 14, 2018

Useful List

Books recommended by branding experts (Useful List)

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 of brand personality (What is brand personality?)

How Brands Are Built · November 1, 2018

Definition of brand positioning (What is brand positioning?)

How Brands Are Built · September 17, 2018

Definition of trademark

Definition of trademark (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 unique non-profit brands

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

The importance of brand (Best of the Web)

How Brands Are Built · February 1, 2018

Definition of brand architecture (What is brand architecture?)

How Brands Are Built · January 1, 2018

Definition of brand (What is a brand?)

How Brands Are Built · January 1, 2018

Podcast episodes

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

Rob on JUST Branding

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