B2B and B2C brands are often assumed to be very different. One big assumption is that B2C brands are bought on emotions and B2B brands are bought on logic. This is partly, but not wholly true. B2B brands are actually also purchased emotionally, but on different emotions to B2C. B2B brands need to focus on generating emotions around things like reducing risk and increasing efficiency.
Innovation in fast food is often measured by the sizzle of a new product launch or the sleekness of a digital ordering kiosk. Yet Southpaw, a fast-growing operator of franchised Taco Bell and Dunkin’ locations, is proving that true innovation can lie elsewhere: in how companies treat their people. This overlooked ingredient has propelled Southpaw to turn underperforming franchises into thriving businesses. In doing so, it has grown in its 14 years to own 190...
The Tin Man in the Wizard of Oz wasn’t originally designed with a heart because he’s, well, a machine. Yet it was the heart he wanted and inevitably needed. Are brands in a similar position?
I believe a good life is like a good sentence – we craft it in the active voice, not the passive. Act on the world, rather than have it act on you. As we consider 2025, here are 3 questions for doing that in a company context:
According to Wikipedia and taken from a variety of business books and articles, “A challenger brand is a brand in an industry where it is neither the market leader nor a niche brand. Challenger brands are categorized by a mindset which sees they have business ambitions beyond conventional resources and an intent to bring change to an industry.”
