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The War Room

“Know the enemy and know yourself; in a hundred battles you will never be in peril. When you are ignorant of the enemy but know yourself, your chances of winning or losing are equal. If ignorant both of your enemy and of yourself, you are certain in every battle to be in peril.”

  • Sun Tzu, The Art of War
Brand Innovation
Felicia S. C. Gooden

The Pitfalls of Ethical and Values-Based Branding

Marketers and executives have caught on to the fact that consumers are more interested in shopping with brands that align with their personal values. However, the rise of ethics and values-based branding has major red flags that companies and consumers alike should be aware of.   1. Companies Becoming the New Politicians   Brand activism has become a popular strategy, as relevance in the political conversation has not only helped build brand profiles but also

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