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Author Archive

Brand Loyalty

Brand Loyalty Versus Brand Convenience

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Brand Loyalty Versus Brand Convenience

Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty.

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Brand Storytelling

3 Drivers Of Brand Choice

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 3 Drivers Of Brand Choice

Consumers look to purchase products and brands that are relevant to their needs. Self evident. But the ways in which they make choices are much more complex than quality or availability because they are so much more human.

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Brand Strategy

Brand Different Versus Brand Difference

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Brand Different Versus Brand Difference Strategy

Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.

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Brand Management

Do Consumers Love Your Brand Or Value It?

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Do Consumers Love Your Brand Or Value It?

It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially.

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Brand Strategy

5 Gaps Between Brand Strategy Theory And Practice

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5 Gaps Between Brand Strategy Theory And Practice

As marketers we come close to taking brands for granted. But while most now get the theory, the practice of brand-building is not as simple as many would like to believe.

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