Everywhere you turn these days you hear people talking about Consumer Experience or CX. For a few, it is relegated to the digital or “User Experience” people have with a brand’s digital properties. For many more, it means more broadly tracking and improving the consumer journey through various “touchpoints” with brands. For some others, it […]
Iconic brands are often in decline for an easily overlooked reason…they have lost their contextual meaning because people have changed but the brand has not changed with them. People have evolved their story but the brand continues to tell its story in the same way with the same message and/or the same voice it […]
Jim White presents “Brands & Narrative Identity: A New Way to Think About Brand Strategy” at the 2017 IIeX Global Insights Conference.
Jim White presents “Brands & American Mythology: Narrative Identity, Brand Identity & the American Self” at the IIeX Global Insights Conference.
By Jim Chastain It just happened again. Nestle has just bought Blue Bottle coffee. There will be Blue Bottle coffee drinkers who are crushed by this and there will be Blue Bottle coffee drinkers who don’t pay a lot of attention to it. Who knows what will happen with the Blue Bottle brand from here […]