Early this year, we challenged ourselves to find an up to date framework that captures important shifts in thinking about the intersection of consumers, culture, purpose and brands. See where we landed and learn to develop an inspiring brand identity.

Many decisions are motivated by how customers want to feel, not just what they think. Learn about using laddering research to create powerful positionings.

Learn how to coordinate and optimize the brands in your portfolio for a clearer presentation of your value proposition to key audiences.

Learn about the elements of an effective marketing plan.

Enhancing brand equity is a brand manager’s important job. Learn how to determine what aspects of your brand need to be measured to assess and improve performance.