BrandTaxi is a specialized branding firm that delivers powerful insights and ideas to drive brand strategy, business growth and bottom-line results. Our name personifies our approach to branding. Like the best taxi drivers, we offer street-smart experience to navigate the traffic in today's crowded marketplace. We are efficient and flexible in our approach to guide businesses to new levels of success. We deliver you to your desired destination on schedule and on budget.

Reinvention is the Key to Sustaining a Brand

The tragedy of the day is Sears. They are nose-diving with no end in sight. After comparable store sales falling off between 16-17% in 2017, no one can see a way to reverse this trend. Wall Street ‘s collective view is that they will be lucky to… Read more →

Branding Tactics for Outsourcing Companies to Accelerate Growth

Significant changes in the outsourcing industry in the past few years mean that outsourcing companies must re-evaluate their branding if they want to succeed in the new environment. These changes are the result of many converging dynamics. Understanding the nature of what is changing can help companies… Read more →

“Brand Congruence” Offers a New Path to Securing Loyalty

The erosion of loyalty in the workplace is pervasive, especially among millennials. This is the result of organizations not providing ways for employees to see meaning and purpose in their role and in what they do. If properly addressed, the over-arching “brand” can become the galvanizing idea… Read more →

United Airlines… It Could Have Been Me or You.

When a brand has a problem, and all brands do at some point or another, people process the nature of the flaw differently. If it touches them… they react very personally. Key media platforms, like YouTube, feed this beast and all of a sudden a brand has… Read more →

The Radical Advertising Strategy Of Chrysler's Kumbaya King

On any other day the actor Sean Penn would score a seat at the head table for a private luncheon where he was about to be honored for his extraordinary earthquake relief efforts in Haiti. But on this particular April day in Chicago all the seats next… Read more →

Brand Strategies are Changing – 8 New Rules

There has been a fundamental shift in how brands are perceived and the value they provide. This is true in consumer and corporate brand arenas alike. There is truly a "different world" emerging in how brands build relationships with customers, consumers, employees, the media, the financial community… Read more →

Tesla Drops “Motors.” What’s Next?

Tesla just announced that it is dropping “Motors” from its name to signal that it’s moving into  businesses other than cars. They will, at least in the foreseeable future, be an unparalleled sustainable energy company. However, at the pace they are moving, one can only imagine what… Read more →

'Go Further' Brand Message Is Aimed at Ford's Employees, Too

Ford’s new branding effort has two important audiences: the world of car buyers — and Ford employees. So when the company urges all within hearing to “Go Further,” it’s not just appealing to consumers in America or China to take that extra step and check out a… Read more →

The Investment Management Brand Imperative

Build a great differentiated brand or drown in a sea of sameness. Today having a strong investment management brand is not a nice to have, it’s an imperative. For years building an investment management brand was left to the big mutual fund players and others vying for… Read more →