Articles on
brand strategy

What a brand manager actually works on: sales, marketing, production and pricing, and why without one, everyone ends up doing a bit of it.

A consistent style raises recognition by 33%, distinctive packaging raises sales by 40%. I go through what an identity consists of besides the logo.

Two documents that people keep confusing. A brand book describes what the brand is; guidelines describe how to use it. I explain which one you need.

A descriptor explains what kind of product it is. Positioning explains why someone should choose you. I go through examples from banks and retailers.

The platform describes who you are; the strategy describes how you will grow. How they differ and in what order to create them.

Sberbank became Sber, VKontakte became VK. When a rebrand pays off and when it is just an expensive logo change.

My take on 6 reasons why the marketing director rarely sits on the board in Russia. Historical, economic, professional: I go through each one.

Without a brand book, every designer draws the logo their own way. A brand book is a working tool: it saves money and keeps the brand looking like itself.

Sales have stalled, advertising keeps getting more expensive, customers confuse you with competitors? I go through the 5 parts of a brand audit and the order to do them in.

Branded house, house of brands or endorsed brand. How to choose a model, when you need a sub-brand and how to bring order to a portfolio.

Sales show you yesterday; brand metrics show you tomorrow. The brand funnel, NPS, branded demand, and which of these a small business can actually track.