Figure out where you are on the distinctiveness-centrality spectrum. by Niraj Dawar and Charan K. Bagga Marketers have always had to juggle two seemingly contradictory goals: making their brands ...

What is a brand strategy? A brand strategy is a complete guide, a comprehensive road map that helps outline the details of your business. It includes your brand's mission, values, vision, target ...

Now, AI has disrupted the whole process. Today, brand consultants feed AI vast datasets, social listening signals, customer ...

Opinions expressed by Entrepreneur contributors are their own. Have you wondered how leading brands have gained exponential popularity and become household names? It’s no secret that businesses apply ...

Fully 33% of CMOs have their eyes locked on brand strategy, according to Gartner. Why? Because in the battleground of markets, a well-defined brand isn't just nice to have; it's your armor. And it's ...

Writing the second edition of Aaker on Branding 11 years after the initial edition has led me to reflect on how branding has changed over that time span. Although... much of the fundamentals are the ...