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Think Of Positioning Your Organization’s Brand Like Raising A Child

3 weeks 3 days ago

For C-suite leaders facing massive disruption whether from AI, tariffs, or global realignment the question of brand positioning is no longer just a marketing issue. It falls on the shoulders of senior leaders to guide the brand, like raising a child new to the world. At the heart of branding is the question: Who are you, really? The unique way you answer that question defines your brand. As a professional mom, I have found guiding...

Katherine Melchior Ray

How soap opera-TikTok hybrids became a billion-dollar business

3 weeks 3 days ago

Over the past few years, a new category of mobile apps has quietly exploded into a multi-billion dollar business. They’re called “micro dramas” — short-form, mobile-first scripted shows designed to be watched vertically on your phone. Think soap opera meets TikTok, complete with secret billionaire romances, disapproving werewolf mothers-in-law, and cliffhangers engineered to keep users tapping. The leading […]

Theresa Loconsolo

ReelShort made $1.2 billion on werewolf romances. Watch Club wants to do it better.

3 weeks 3 days ago

Over the past few years, a new category of mobile apps has quietly exploded into a multi-billion dollar business. They’re called “microdramas” — short-form, mobile-first scripted shows designed to be watched vertically on your phone. Think soap opera meets TikTok, complete with secret billionaire romances, disapproving werewolf mothers-in-law, and cliffhangers engineered to keep users tapping. The leading app, ReelShort, […]

Theresa Loconsolo, Rebecca Bellan, Amanda Silberling

The Problem With Product-Led Brand Turnarounds

3 weeks 5 days ago

Peloton, Kohl’s, Target, General Mills, Macy’s have something in common. These brands are engaged in brand turnarounds. Some of these brand turnarounds are brand turnaround-turnarounds, led by smart executive teams, some with new CEOs who offer new strategic approaches. These teams appear to be diligent and creative in improving product offerings. There is just one problem. A product is not a brand. A product is the truth of a brand’s promise. A brand is a...

Joan Kiddon