Posts by Aleksandra Polovina


Why technology is your brand building secret weapon

If the winner of the 2016 Olympic men’s marathon raced the winner of the 1904 marathon, he would have won by nearly 90 minutes. That means that 2016’s winner could have run nearly two marathons in the time it took the 1904 winner to run one. Today’s runners are uncatchable speed machines compared to previous […]

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The 5 rules of launching a new brand

At first glance, launching a new brand can feel like starting a new painting. The blank canvas represents an infinite number of possibilities, an endless array of choices. Your painting can become a landscape, a portrait, a doodle, or an abstract explosion of colors. But look a little deeper and launching a new brand the […]

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17 brand tracker sins and how to avoid them

Your brand tracker should be one of your company’s most talked-about assets. When you have a tracker that works, it improves your messaging, your products, your employees and even your customer experience. But if your brand tracker isn’t designed carefully, that asset can become a non-factor, or worse, an unforgivable liability. Here are the scarlet […]

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What a world-class Brand Experience program looks like

Which brands come to mind when you think “world-class”? The New York Yankees? Apple? Patagonia? BMW? There’s no reason why your brand can’t be next up on that list. Marquee brands are built, not born. They’re forged by teams of smart people who have the right tools and support to turn an idea into a […]

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How frequently should you run your brand tracker?

“How frequently should my organization run its brand tracker?” is one of the most common questions when it comes to trackers. Marketing and research teams want to know so they can plan their calendars and workflows. Executives want to know for budgeting. Product teams want to know so they can expect when to get updates […]

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Brand health: how to heal a sick brand

Has your brand lost its way? Has it lost its market share? Has it maybe even lost its soul? For once-mighty brands that are slowly losing their grip, there are often more questions than answers. Has our brand changed, or have our buyers? Is our offering outdated? Is our brand promise not connecting with the […]

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