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"positive and abundant" messaging brands are not brands at all, they're defensive marketing postures that do no good, but do no harm either. It's the brand equity equivalent of a zero interest money market fund. brand equity is proportional to brand risk.
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I'd recommend zero equity brand strategies for the simple reason that marketers who know how to run risky brands are too rare to form the basis of a strategy. If you happen to hire one of these rare people the risk taking should be tailored to their individual strengths
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So basic 3-step approach is: pick the risk/return regime you want your brand to live in, find the talent to run at that risk level, or default to a lower level on the basis of the talent you do find, then run the marketing based on the tactical strengths of the people you have