M&A brand equity is an active asset: map, isolate, migrate intangible carriers during due diligence. Failure to migrate intangibles causes key-biller flight, client churn, perceived capability ...

What Is a Brand Strategy and When Do You Need One? A brand strategy is the set of deliberate decisions about what a firm stands for, who it serves, how it is different, and what it will refuse to do — ...

A partner at a 120-person accountancy firm forwards the new brand guidelines to a senior associate drafting a proposal, and within ten minutes the associate is on Slack asking marketing which shade of ...

What Is Enterprise SaaS Positioning? Enterprise SaaS positioning is the commercial framework that aligns software capability with buyer risk reduction to secure multi-stakeholder consensus during B2B ...

A professional services firm launching a strategic rebrand faces an immediate technical hurdle: the primary visual mark that commands authority on an A4 proposal document collapses into an illegible ...

Building a mid-sized professional services firm in the UK without a clear market position is expensive. Building one without a clear position in the labour market is lethal. When a 100-person ...

Most companies don’t wake up and decide to adopt a hybrid brand architecture. It usually happens by accident. You launch a product. Then you launch another that doesn’t quite fit the first one’s mould ...