Author Archives: Alix Morrow

Why Brand Planning is More Important Than Ever in 2022

Brand strategy has always been important. It’s how I was ‘brought up’ as a strategist. A recent rise in brand strategy interest can be attributed to market shifts and consumers’ changing affinity patterns. So, what’s changed in the role of brand strategy and how can companies adapt to stay ahead of the competition? Let’s dig […]

Black, Brown, & Rando Pump Selling

A good friend was transferred to NYC to manage a women’s shoe store in Herald Square. Over lunch sometimes, when we were both living in NYC, she would share with me valuable me sales tips. This one day in particular she said, “It’s helpful when you are resourceful and provide what they need – sometimes […]

The Us in Trust

If you’re touching any facet of communications, you’re in for a climb as “trust in all information sources [is] at record lows”. Just like the ‘us’ in trust is important – the ‘and’ in brand is equally as important. Trusted brands close the value-destroying divide between ‘brand’ and ‘performance’ marketing which fosters loyalty, engagement, brand […]

Sharing Some Know-How as a Branding Panelist

🔥 HOT TOPIC! Check out the recording from a branding panel I was on in July, hosted by the Austin Retail & eCommerce Group: We chat up where to start with branding, why care about branding, branding misconceptions, most important bits to branding, impact of COVID, data + branding, and branding predictions for the next few […]

Best read yet IMO on this hot topic of Branding. Nicely said, Tom Roach.

The Wrong and the Short of it, published by Tom Roach on July 17, 2020: https://thetomroach.com/2020/07/17/the-wrong-and-the-short-of-it/ Nuggets pulled directly from the post to spark your interest in reading the full post: …There are irresistible pressures pulling marketers towards the short term. And there’s also a huge asymmetry in terms of accessibility to ‘performance’ channels vs ‘brand-building’ […]

Texas Hold ‘Em is Just Like Good Strategic Planning…

This ‘Freakonomics’ podcast posted got me thinking. I thought you might also enjoy it. Host Steven Dubner interviews Maria Konnikova about her new book, The Biggest Bluff: How I Learned to Pay Attention, Master Myself, and Win. The book chronicles Konnikova’s journey from poker novice to poker professional. What I liked about it (and why I purchased the book just after listening) […]