Borrowed Equity v. Built Equity: What Pepsi Gains and Risks with the Bear
Whose brand gets stronger when Pepsi borrows Coca-Cola’s polar bear?
Feb 12, 2026
A Hard Branding Lesson I Had to Learn: Slow Down!
Jan 28, 2026
When Branding Stops Being Applied and Starts Being Built In
How Built-In Branding Builds Equity
Jan 21, 2026
Rebrands Fail Because They Flinch
Many rebrands fail because leadership loses confidence before the work has time to prove itself.
Jan 12, 2026