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Brand Management

Brand Management

The Depths Of Brand Character Development

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 Kim-Jordan-New-Belgium-Brewing-Brand-Strategy

The thoughtful, quirky and uplifting character of New Belgium Brewing is an excellent example of Soulful Branding in practice. This video provides a fascinating glimpse into founder and CEO Kim Jordan’s values that are the source of New Belgium’s soulful brand character.  

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Brand Management

Can Design Stop A Brand’s Decline?

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Coca-Cola's New Visual Brand Identity

It’s very hard to launch any kind of logo redesign and not look stupidly superficial. To the credit of Coca-Cola and its global team of executives they almost got away with it last week.

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Brand Management

Releasing The Opportunity In Brand Fields

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Releasing The Opportunity In Brand Fields

Plato’s ‘theory of forms’ or ‘theory of ideas’ argues that non-physical (but substantial) forms (or ideas) represent the essence of reality. Another way of stating this…before a thing exists, first there is the idea of the thing.

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Brand Management

4 Rules For Brand Prosperity

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Phil Knight Nike Brand Strategy And Prosperity 

Christopher Zook’s article on why companies with strong founders are more innovative, generate a greater number of patents, and more valuable patents at that, and are proactive in investing in and adapting their business model is a reminder to all of the very human qualities required to keep a company (and its brands) growing.

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Brand Management

Will Customers Forgive Your Brand?

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Will Customers Forgive Your Brand?

Perhaps it’s inevitable. At some stage, a brand is going to do something to upset customers and prospects. That’s the price companies pay for trading in an era of greater and greater transparency. The key question is: when something does go wrong, will your brand be forgiven?

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