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Build Your Brand as a Relationship

Harvard Business Review

MAY 9, 2016

Al Ries and Jack Trout capture the essence of this model in their classic book Positioning: The Battle for Your Mind. Our experience working with innovative companies indicates they are redefining not only how their brands are observed, perceived, and experienced. Brand innovators tend to create different kinds of relationships.

Brand 8
Brand Airlines Health Care Trout 8
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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

OCTOBER 20, 2015

Likewise, the Guinness Storehouse has been a big success for Diageo, and was recently named by World Travel Awards judges as the best tourist attraction in all of Europe , beating out the Eiffel Tower, the Roman Colosseum and Buckingham Palace. They can permanently or temporarily showcase marketing campaigns and product innovations.

Brand 8
Brand Storytelling Trout Retail 8
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