Currently browsing tag


Microsoft’s brand judo

A couple years ago I wrote post here called Brand Judo (or, find your inner lemon) that was subsequently fashioned into an article for In it, I described how the Japanese martial art of Judo—characterized by the principle of turning an opponent’s attack back against them—can be applied by …

Leverage your Inner Lemon


[I was asked by to expand my Brand Judo blog post for Sametz Blackstone Associates into an article. It’s since been posted by MSNBC,,, The Street, The Business Insider, The Washington Post, and Reuters.] Use ‘Brand Judo’ to flip negative perceptions into memorable campaigns. One of the …

YouTube IconTwitter IconInstagramInstagramInstagram