BrandThnk Briefings
In-depth analysis and frameworks for financial institutions and fintechs. Strategic insights that help you cut through the noise and build brands with pull.
Personas Are Only Useful If They Help You Say No
The value of personas is not that they perfectly describe every customer. Their value is that they help an organization focus. Learn how to build a shared system for attention and give your organization permission to say no.
Read BriefingHow to Get Your Brand Strategy Moving Again
Five ways to restart momentum when strategy stalls (and why stalling isn't failure). Strategic frameworks for getting brand strategy implementation back on track.
Read BriefingBranding Is Everyone's Job (But Not Everyone Is a Marketer)
When we say branding is everyone's job, we aren't asking everyone to be a marketer. Learn how to move from brand alignment to brand accountability across your entire organization.
Read BriefingYour Product May Be a Commodity. Your Customer's Problem Is Not.
The mistake is treating commoditization as defeat. Even if your product is a commodity, the customer's problem is not. Learn how to move beyond product features to create meaningful differentiation.
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