Branding

A brand is more than just a sales pitch, it's a firms promise to its customers.

Five brands, in particular, stand out for excellence in customer-centric innovation.

How do we change the way people think about your brand? Back in the 18th century, Frederick II of Prussia (also known as Frederick the Great) was looking for ways to feed his nation and lower the price of bread. He proposed the potato as a suitable new addition to the nation’s diet. But peasants resisted growing it.