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Brand Management

How One Brand Can Appeal To Different Customers

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How One Brand Can Appeal To Different Customers

Today on Branding Strategy Insider, we’re taking another question from the BSI Emailbag. Robert, a Director of Brand Strategy from New York, New York asks this about how one brand should address different needs and mindsets for different customers.

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Brand Management

10 Brand Threats And How To Counter Them

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10 Brand Threats And How To Counter Them

There are a lot of things that brands keep doing that put their value at risk. By way of a checklist, here are ten threats and how marketers can counter them.

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Brand Strategy

The Role Of Brand Strategy In Volatile Times

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The Role Of Brand Strategy In Volatile Times

Ever since the global financial crisis, global markets seem to have become more volatile. Oil prices rise and crash; China’s growth soars and slides. When market dynamics are this dramatic, how should you look to effectively develop a brand? Do you go with the ebb and flow, or act as a beacon of constancy?

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Brand Purpose

Brand Debate: Focus On Product Or Purpose?

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Coca-Cola Brand Strategy Taste The Feeling

Coke’s new campaign direction feels like a push back towards product-focused advertising. The decision to move away from the more abstract concept of happiness towards a campaign that focuses much more specifically on the taste and the bottle begs the question: are marketers trying to be too clever? Have we forgotten that we’re here to sell?

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Brand Growth

Brand Growth: Think Flexibility Over Size

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What Walmart Downsizing Means For Global Brands

Is flexibility replacing footprint as the new black for global brands? That’s the inevitable question as Walmart announces a major redraft of its stores policy.

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