How much sense does brand meaning make?
To counteract their progressive loss of relevance, brands have recently been focusing on meaning- or purpose-driven offerings to revitalize themselves. Some are overdoing it. Now is the right time to critically examine the positioning of brands and their purpose-driven offerings. Brands have always experienced a loss of relevance, much like churches, political parties, and […]
Brand, change yourself!
The pandemic is – hopefully – coming to an end this year. Covid will become endemic, and we will once again adapt to a changed reality. In doing so, we will undoubtedly regain a significant portion of our quality of life. What does this mean for our brands? A new era. Much has happened in recent years. Many brands, like people, have […]