Random Things I Think About

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Brand History: Unique Selling Proposition (USP)
600 343 Michael Kraabel

Rosser Reeves was a pivotal figure in the advertising world whose contributions significantly shaped the mid-20th-century advertising industry and laid foundational principles that continue to…

Rethinking Brand Models
1024 574 Michael Kraabel

We are beginning a new era in branding, and the call for a revamped framework is loud and clear. A new model centered around the…

Best Books on Branding (2024)
1024 683 Michael Kraabel

Each of these books offers unique insights into the complexities of brand marketing. From understanding how to communicate effectively with your audience to leveraging the…

Building a Brand by Growing Smaller
1024 574 Michael Kraabel

Throughout my career in advertising, I always thought my agency needed to pitch and win every client we could. When I went out on my…

Historical Overview of Branding and Marketing from Ancient Markets to the Industrial Revolution
1024 576 Michael Kraabel

From ancient marks of craftsmanship to the trademarks of the industrial age, branding and marketing have become central to the commerce and culture of societies…

Customer Evolution through Aspirational Identity
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In a time when consumer expectations extend beyond product functionality to encompass personal growth and identity enhancement, brands face the imperative to evolve. This is…

Voyager Brand Value Model Exploration
1024 683 Michael Kraabel

It’s time for us to move beyond the purpose-driven “why” framework and other brand models that focus exclusively on the customer in a static state.…

The Adaptive Brand Ecosystem Model
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Adopting and developing a brand model provides structure and direction to branding activities. It ensures strategic focus, guides investment in high-impact initiatives, fosters innovation, guarantees…

Beyond Purpose-Driven Brand Marketing
1024 683 Michael Kraabel

Throughout history, brand marketing has continually adapted to new technologies and shifts in consumer preferences. From simple marks of craftsmanship to complex digital campaigns, brand…

The Third Place
1024 574 Michael Kraabel

In the quiet hum of a bustling coffee shop, where the aroma of freshly brewed coffee mingles with the low murmur of conversations, lies the…