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How Under Armour Forgot The First Rule Of Brand Strategy

2 months ago

Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked what the agency’s solution would be, the answer was, “More money behind the advertising.” Of course. Let’s put more dollars into running confusing ads so the brand can sow even...

Joan Kiddon

The OpenAI trial wraps up, and the Musk founder machine keeps spinning

2 months ago

The Musk v. Altman trial came to a close this week, and the final arguments kept circling back to one question: can we trust the people in charge of AI? All of this is playing out as SpaceX charges toward what could be one of the largest IPOs in American history, with a whole generation of founders already spinning out […]

Kirsten Korosec, Sean O'Kane, Anthony Ha, Theresa Loconsolo

Why Checkout Abandonment Is A Brand Problem

2 months ago

The standard diagnosis of checkout abandonment treats it as an engineering challenge. Forms are too long. Payment methods are missing. The mobile experience is too slow. Fix the mechanics, recover the revenue. This logic has driven an entire industry of checkout optimization tools and A/B testing programs. And yet average cart abandonment rates across eCommerce have remained above 70% for years, even as checkout UX has genuinely improved. The mechanical problems are being addressed. The...

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