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Nokia – From Phones to the Moon
Image Source: Nokia How Nokia Pivoted into Space When Nokia pivoted from phones to powering lunar communications, they didn’t reinvent their entire business. They reframed
Achieving a Return on Investment in the Space
Achieving a Return on Investment in the Space Industry: Through the Clear-Eyed Rules of Legendary Investor Warren Buffet The space industry dazzles almost everyone who
Making Rare Earth Elements Not So Rare
Image Source: canadianminingjournal.com The Strategic Story of Asteroid Mining In brand strategy, I always return to one guiding principle: when the world presents a constraint,
Building a Space Brand Community
The Cycle of Brand Communities There is a moment in every space brand’s journey when it becomes clear that propulsion, precision, and engineering excellence are
Measuring Brand Strategy
Measuring Space Industry Financial Results from Branding Strategy The space industry has evolved beyond its traditional government and defense roots. Today, commercial actors in launch
The Neural Network of Belief
How Mature Space Brands Can Fuse Brand Association Science with Brand Community Strategy Do Customers Remember Your Brand or Just See It? Every mature brand
Branding as an Economic Engine
How Strategic Brand Management Drives Revenue in the Space Industry The space industry has evolved far beyond its origins as a government and defense-driven enterprise.
Hottest Industries of 2035
Space: The Quiet Engine Behind Forbes’ Hottest Industries of 2035 When I read Forbes’ recent piece outlining the Hottest Industries of 2035, The Hottest Industries
Brand Strategy Centers of Gravity (CoG)
Brand Strategy Centers of Gravity (CoG): A Strategic Narrative In the complex world of brand strategy, companies often struggle to focus on what truly drives
