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Author Archive

Brand Meaning

Brands Need Meaning To Revive, Expand Or Disrupt

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Brands Need Meaning To Revive, Expand Or Disrupt

Last month, we established that consumers do not care about (most) brands. Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Brand Meaning

Brands Need To Fulfill The Quest For Meaning

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Brands Need To Fulfill The Quest For Meaning

Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Advertising

The Future Is Reserved For Strategists Not Tacticians

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The Future Is Reserved For Strategists Not Tacticians

In need of business cards and postcards, I searched for a local print shop on Yelp and quickly realized they were few and far between.

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Brand Management

What Makes A Brand Authentic

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What Makes A Brand Authentic

As marketers, we must sometimes take a step back from the objective features and benefits of our products that too often dictate our brand strategy.

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Brand Strategy

Using Improv To Build Brands

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Using Improv To Build Brands

With an abundance of data at their fingertips marketers try to analyze and optimize everything, from consumer journey touchpoints to media placements through clicks, page views and store visits.

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