Knowledge Base

The New Space Community It is easy to think of the New Space industry as hardware and launch windows—rockets and payloads, satellites and stations. But if you look closer, past the technical specs and orbital diagrams, you’ll see something more subtle taking shape: a brand community in orbit. This community is not bound by a…

Key Considerations When most people think of the space industry, they imagine rockets launching into orbit, satellites orbiting Earth, or ambitious plans to colonize Mars. But for those of us working in strategic communications and brand strategy, the real launchpad is not in the sky - it is in perception. How a space company is…

New Coke, “new” Bud Light, and Now “new” Cracker Barrel: Don’t These Brand Strategists Do Deep Research ? Every few decades, and with increasing frequency, a brand strategy failure erupts so dramatically that it becomes a case study in business schools and branding circles. In 1985, it was New Coke. In 2023, Bud Light found…

Redefining Leadership in a New Era of Space Collaboration Summary NASA, once the singular symbol of American space ambition, now stands at a pivotal inflection point. As the global space industry transitions from a race between nations to a complex, interconnected ecosystem of public, private, academic, and international actors, NASA’s most critical mission may no…