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Author Archive

Brand Marketing

Are You A Strategic Thinking Marketer?

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Brand Marketing And Strategic Thinking

Strategic thinking is a natural inclination – something I think you’re born with. In many business schools you can learn principles of strategic thinking, but like learning to play the piano, you won’t be very good at it unless you have the innate talent to see things strategically. Are you a strategic thinker?

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Brand Innovation

Dreams And Design: Pathway To New Brand Value

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Designing Brand Value

I remember years ago when my inquisitive 5 year-old daughter was watching me drawing some logo ideas in my Moleskin sketchbook. She asked me what I was drawing and I replied “an idea”.  Then she asked me “where do ideas come from”?  I replied, “They come from inside my head”.  She proceeded to give me a funny face look and then she asked, “How do they get in there Daddy”?

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Branding and Social Media

Brand Voice In The Social Media Age

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Brands today obsessively seek massive social followings. The driver of that social activity is content marketing. Today most content marketing is nothing more than disguised brand advertising–and customers and consumers mostly ignore it. To gain a massive following in social channels requires a sophisticated understanding and disciplined application of Brand Voice.

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Brand Innovation

Devastating Innovation Rules The Day

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Hardly a generation ago, the Rand McNally Atlas was the beloved source for navigation and finding your way around. Then came satellite navigation technology and a host of innovators popped onto the scene. Brands like Garvin and Tom Tom were born and prospered for a minute – then Google maps became ubiquitous on smart phones and consumers quickly forgot GPS devices.

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Brand Strategy For Healthcare

Positioning Health Insurance Brands

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No doubt, it will be fascinating to witness in the coming year the machinations of health insurance marketers as they create competitive advantage for their brands against the backdrop of the Affordable Care Act or Obamacare implementation.

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