Brand Development

In 1985, our family business – MacKenzie – started in a bonus room home office. In 2019, we were inducted into the Cal State Fullerton Center for Family Business Hall of Fame. Having celebrated our 35th anniversary last year, it was a good time to reflect on our journey from then-to-now. In addition to our

If this past year taught us anything, it’s that life is… unpredictable. Although, just because we’re beyond ready to move on from 2020 doesn’t mean there aren’t some valuable lessons we should carry forward into the New Year. Here are some of our year’s end takeaways that will help you enter 2021 on a positive

After being stuck at home for months on end, over half of consumers say they’re ready to travel. As these consumers emerge from isolation, it’s important to consider how their preferences and expectations have changed. It’s also important to consider how shifting market conditions are influencing their behaviors and purchase decisions. For example, what impact

Throughout this blog series we’ve emphasized the value in proactively seeking opportunities as the world around us changes. New market spaces emerge when consumers evolve and conditions shift. The key to unlocking growth potential during these times of uncertainty is understanding how external factors impact your business – and leveraging this understanding to guide ongoing

People tend to view change in one of two ways, as an obstacle or as an opportunity. Neither is right or wrong, but the latter is definitely more empowering than the former. Those who are proactive in seeking opportunities during times of change are more likely to grow and evolve, so having a strategic process

As competitive markets shift and consumer preferences evolve, windows of opportunity open. The brands willing to be proactive in their own evolution will greatly benefit, while those standing by waiting for the dust to settle will find themselves on the outside looking in. Uncertainty can be paralyzing; but with the right outlook and approach it

It is an exciting time for brands in search of opportunities to grow and evolve because they’re swirling all around us. The big question is, are you waiting for the path forward to appear on its own or are you an active participant in forging it? When thinking about the future of your brand, any

As of today, the Center for Disease Control and Prevention has over 33,000 research articles in its COVID-19 data resource library. As medical research around the world continues its effort to understand and overcome the challenges presented by this novel virus, new information will continue to be made public on a daily basis thereby perpetually

Sometimes all we can do is throw our hands up and say, “Shift happens.” Given the current state of uncertainty, this is definitely one of those times. Markets keep shifting and we’re doing our best to react, but it’s important to remember that with change comes opportunity. Global fan growth for the eSports market is