There are whispers in the wind that the next recession is on the way. Recessions usually require brand planners to learn on the fly to keep their value proposition alive. All the assumptions of business as usual need reassessing. Recessions create a window of opportunity for questioning what drives consumption behavior, creating new learning. This…

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Teresa, a VP of Marketing in Seattle, Washington who brings us this brand architecture question… “Hi BSI, I need to help educate others (and myself) on the…