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Author Archive

Brand Architecture

How Contradictory Brands Impact Brand Portfolios

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How Contradictory Brands Impact Brand Portfolios

There are practically no single-brand companies anymore, and very few stand-alone brands.

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Brand Management

How Brands Benefit From Network Effects

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How Brands Benefit From Network Effects

You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless.

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Brand Marketing

The Morality Of Marketing

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The Morality Of Marketing

Does Marketing serve existing consumer needs, or does it create them?

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Customer Insight

The Mistake Of Asking Consumers What They Want

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The Mistake Of Asking Consumers What They Want

Asking consumers what they want is so passé.

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Brand Strategy

Finding The Source Of Your Best Brand Ideas

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Finding The Source Of Your Best Brand Ideas

Where do you get your best ideas? Are they all from within your industry?

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