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Archive for January, 2011

Branding: Just Ask...

Why Do Brand Extensions Succeed Or Fail?



We are happy to answer marketing questions of all types here on Branding Strategy Insider. Today, Sanaya, a Reporter in Dubai, United Arab Emirates asks…

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Brand Marketing

Marketing Is Changing, Are You Ready?



It is no surprise that academics and professionals alike are calling for new approaches to marketing, because the old approaches are inadequate to the challenges.

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Recession Marketing

Innovation And Branding Strategy In A Down Market



During long and deep recessions like this one, companies look to shift resources away from poor performing brands to more profitable ones. With cash from operations declining and borrowing at a premium, it makes sense to sacrifice cash- consuming brands. While difficult and unpleasant to do, this portfolio reshuffling is a rather straightforward recessionary response. However, a ‘refocus on core brands’ has hidden dangers. One risk is under investing in innovation to keep core brands vital.

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Brand Consulting

Brand Counsel


Brand Counsel Brand Strategy Brand Consulting

When should you seek the counsel of a brand consultant? There are several situations.

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Brand Identity

Branding Debate: Does Logo Design Really Matter?



In an era of crowd sourcing and online $100 logo design, the specialized skills and talents involved in identity design are seemingly being marginalized even further. Are big iconic brands moving in that direction?

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