INSIGHTS / ADVISORIES
Expert positions when a view is needed.
Short, signed, with the firm’s recommendation. Advisories are written when a market event calls for a clear view — a regulatory change, a competitor move, a structural shift in the category.
ADV-2026-09
Brand Strategy
Brand Architecture in Holding-Company Structures
A short advisory on the brand architecture decisions a holding company has to make — and the operating cadence that sustains the choice.
ADV-2026-10
Brand Strategy
CMO Tenure and Its Impact on Category Positioning
A short advisory on the relationship between CMO tenure and category positioning — and what category leaders can do about the median tenure problem.
ADV-2026-11
Category Design
The Category-Creation Playbook: Sequencing and Timing
A short advisory on the sequencing and timing of a category creation — the six-month launch sequence, the press cycle, the analyst cycle, and the buyer cycle.
ADV-2026-12
Brand & Reputation
Reputation Risk in the Age of Distributed Media
A short advisory on reputation risk in the age of distributed media — and the operating moves a category leader can make to harden the reputation.