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Brand Management

Brand Management

How To Evolve An Iconic Brand Campaign

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How To Evolve An Iconic Brand Campaign

As Dos Equis ejects its iconic pitch man into the stratosphere bound for Mars, the rest of us tragically uninteresting people are left behind wondering why?

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Brand Management

Tactical Thinking Threatens Marketers Everywhere

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Tactical Thinking Threatens Marketers Everywhere

I am genuinely worried about the state of our discipline. We’ve never been regarded as the most strategic part of the organization but in the last few years marketing seems to be devolving into a base tactical pursuit devoid of strategic thinking.

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Brand Management

8 Marketing Beliefs That Are Hurting Brands

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8 Marketing Beliefs That Are Hurting Brands

What could possibly be leading marketers astray today? Here are eight beliefs that are hurting brands.

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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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