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Brand Strategy

Brand Strategy

How The FOX News Brand Reached Cult Status

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How The FOX News Brand Reached Cult Status

For marketers, customer loyalty has always been considered the ultimate goal. To reach it, one must first follow the “marketing funnel” by creating awareness for their products or services, stimulating trial, incentivizing repeat purchase, and, over time, maintaining a loyal customer base.

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Brand Strategy

How Brands Can Acknowledge Alternatives

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How Brands Can Strategically Acknowledge Alternatives

Very often in developing brand strategy, marketers studiously consider the competition, but seldom consider the alternatives to their brand. They don’t have to be the same thing. In fact, sometimes the alternative to choosing the brand may be to simply “do without” or “do something else.” And if we’re honest with our desired customer, and ourselves, considering the alternatives may be a logical and even desirable course of action in some cases.

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Brand Strategy

Brand Different Versus Brand Difference

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Brand Different Versus Brand Difference Strategy

Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.

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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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