Andrea Syverson

Which road are you on?

| Andrea Syverson

Like Robert Frost’s two roads diverged in the woods, brands these days have two choices: innovate or stagnate. It really is that simple. You could do

Gimme a V!

| Andrea Syverson

As a merchant, you know it can be easy to slip into neutral and follow last year’s patterns and processes of product creation, trade show travel, and

Brand Transformation

| Andrea Syverson

In some ways, brands are just like people. They get stuck. They have habits that are hard to break. They don’t always see their blind spots, and they

Thoughts on Christmas Past

| Andrea Syverson

As you know by now, the holiday sales reports for 2007 were less than merry. Lots of reasons for this have been bandied about, from economic uncertainty

Branding Alchemy

| Andrea Syverson

We already know that these gestures are created by many marketers, merchants, creatives, and customer care folks, who all contributing actions on a daily

Only Connect

| Andrea Syverson

Few brands fully leverage their merchandising concept. Profits, products, services, experiences, and shareholder value are left on the table because companies