What is going on in branding?

""Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened.""-David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative...

Purpose: The case of Philips Lighting shows how management coped with the ambiguous but real threats and opportunities of a highly disruptive emerging technology using three insight-producing approaches: 10; 10;∙9; Probe and learn widely. 10;∙9; Explore creative hypotheses. 10;∙9; Develop multiple...

Purpose: When the Covid-19 pandemic struck some organizations were more vigilant and better prepared to absorb the shock and are emerging stronger. This article describes the best practices of these vigilant organizations that enabled them to be more adept at anticipating whatever surprises are...

Purpose: The authors map out a work system that was key to Procter & Gamble transforming its innovation practices from a slow-paced, cautious incrementalism toward a leaner, more entrepreneurial model able to make bigger and riskier long-term bets. Design/methodology/approach: Starting in 2016,...