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Brand Science
Category-Defiant Distinctiveness in Action
A companion piece for my previous article; Where Meaning-Free Distinctiveness Jumped the Shark
Feb 23
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Austin Franke
3
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Where "Meaning-Free Distinctiveness" Jumped the Shark
The Ehrenberg-Bass Institute takes their prescription too far. Here's what brands can do instead.
Nov 18, 2025
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Austin Franke
10
2
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A Cringe 90s Icon: The "Free Money" Guy
What Matthew Lesko can teach marketers.
Nov 4, 2025
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Austin Franke
1
A World Without Branding & Advertising
A world without branding & advertising might seem like a utopia, but I wouldn't want to live in that world.
Feb 1, 2022
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Austin Franke
1
Bad Ad - VW's "The Force"
Learn why the most watched Super Bowl ad of all time likely benefited the agency behind the ad more than Volkswagen.
Dec 22, 2021
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Austin Franke
Remember Beanie Babies?
What does the Beanie Baby craze of the late 1990s tell us about the power of branding and labels?
Dec 8, 2021
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Austin Franke
Bias in Football & Marketing
A high school football coach in Arkansas has a radical approach to the sport. Can marketers learn from him?
Jun 4, 2021
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Austin Franke
Branding Myths - Color Psychology
Colors don't have universal meaning, and prioritizing color meaning in brand design is a worthless exercise.
Mar 11, 2021
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Austin Franke
Branding Myths - Brand Purpose
Consumers aren't dumb. They know you are a brand selling products. Consumers might "say" they care about a brand's values, but their purchase behavior…
Mar 11, 2021
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Austin Franke
1
Branding Myths - Mission Statements
Mission Statements don't inspire anyone or keep them accountable, regardless of how well they are written.
Mar 2, 2021
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Austin Franke
1
Branding Myths - Differentiate or Die
Customers rarely perceive differentiation, and the few that do, shouldn't be the focus of your marketing efforts.
Feb 10, 2021
•
Austin Franke
8
2
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