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Author Archive

Brand Architecture

Brand Naming Options In Brand Architecture Design

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Brand Naming Options In Brand Architecture Design

A brand name helps customers identify what the brand is and how it is different from other brands.

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Brand Admiration

3 Keys To Driving Long-Term Brand Relationships

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3 Keys To Driving Long-Term Brand Relationships

Let’s start with the assumption that admired brands provide value to companies by producing outcomes.

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Brand Architecture

3 Considerations For Brand Architecture Design

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3 Considerations For Brand Architecture Design

When companies introduce a new offering as part of their brand architecture, they need to consider the new offering’s relationship with the company’s other brands.

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Brand Culture

How To Bring The Mission Statement To Life

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A Guide To Bringing Your Mission Statement To Life

Whereas it’s helpful for a company to have a mission statement, employees must also accept and embody it to make it meaningful.

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Brand Admiration

A Framework For Building Admired Brands

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A Framework For Building Admired Brands

Achieving brand admiration requires keeping the company’s end game— creating brand equity— in mind.

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