Tackle Your Brand Vulnerability – or Be Prepared to Lose

Tweet When former US-President Bill Clinton proclaims that the three largest global soda manufacturers have declared their intent to reduce sugary calories by 1/5 within a decade, you can be assured of two things. One, it’s a pretty damn important message. Two, every media outlet imaginable is going to carry your message in their next news cycle. […]

Business Leaders, How Self-Aware Are You?

Tweet     In hindsight I should’ve anticipated there’d be a backlash. You can’t put “Provocateur” into your LinkedIn title without expecting some provocation to come back at ya. Some debate. Some discussion. Some disagreement. That’s just karma. Titling a recent post “Without Purpose Your Organization is Rudderless” wasn’t just an attempt to score highly […]

Without Purpose, Your Organization is Rudderless

Tweet   Thank god for Hollywood and the characters, icons, metaphors and phrases it’s created. When I tell my clients “Help me, help you. Help ME, Help YOU” they immediately picture Tom Cruise and Jerry McGuire. Sometimes I’m even on my knees imploring them like the scene in the movie just so they get the […]

Gold Medal Performance: Under Armour at the Sochi Olympics

Tweet Few things unite Canadians like a sale at Canadian Tire, an election for Toronto’s new mayor or the opportunity, sorry Northern Europe and US readers, to remind the world that we are the greatest hockey playing nation on the planet. And there is no bigger stage than the Winter Olympics to prove that. But […]

Lessons From The Best Challenger Brand Advertising Of All Time

Tweet I have a real emotional attachment to Challenger brands. The brands that look squarely in the eyes of the incumbents, the Goliaths of a category, and say “There is a better way and here it is”. I just love that focus, that chutzpah, that sense of purpose. While Challenger brands can manifest their purpose […]

Brand value must mean more than Shareholder Return

Tweet A very lively, and somewhat lubricated, conversation ensued last night with several friends in the marketing field. After cheering Canada’s narrow win over Latvia in Sochi, we got into a very philosophical discussion on brand value, worth and purpose. The consensus? We need a better, more consolidated lens to evaluate business and brands today. […]

Challenger, Cult or Citizen? What type of brand are you building?

Tweet In the heady days of the dot-com boom I moved to New York to run the Enron business at Ogilvy. Yes, you can blame the entire global meltdown on me. As I struggled to make sense of this new type of business, I drew heavily on two books that now hold real sentimental value […]

Under Armour : The Challenger Brand tackling the Super Bowl

The Super Bowl is the greatest sporting event in the world. Its also a global stage for Challenger Under Armour

The definitive A-Z of Challenger Brands

Challenger brands are the future of solid brands. Here’s the definitive A-Z reference for why.

Be a Challenger Brand – or be Roadkill

Middle-of-the-road positioning can be fatal. Challenger brands win because they take a position.