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Brand Strategy

Brand Strategy

5 Gaps Between Brand Strategy Theory And Practice

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5 Gaps Between Brand Strategy Theory And Practice

As marketers we come close to taking brands for granted. But while most now get the theory, the practice of brand-building is not as simple as many would like to believe.

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Brand Strategy

10 Uniquely Powerful Brand Strategy Concepts

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10 Uniquely Powerful Brand Strategy Concepts

There are no shortcuts to building successful brands but there are many pathways. Today, ten you may not have considered.

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Brand Strategy

The Four Most Powerful Brand Codes

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The Four Most Powerful Brand Codes

How do we recognize a brand? What do consumers see, and how different is that from the ways brands are structured?

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Brand Strategy

Brands Must Reflect Customer Beliefs

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Brands Must Reflect Customer Beliefs

Every brand needs to make a practice of reflecting beliefs. That’s because everything consumers see in the world gets ‘bent’ through the prism of the values they espouse.

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Brand Strategy

3 Popular Approaches To Brand Change Defined

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Approaches To Brand Change Defined

When it comes to major marketing moves there is a clear and enduring hierarchy of pain.

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