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Author Archive

Brand Storytelling

A New Era Of Creativity For B2B Brands?

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A New Era Of Creativity For B2B Brands?

A few days ago on Branding Strategy Insider, we explored the concept of brand meta-story, the master narrative driving the most effective business stories. For B2B brands, that story is most simply expressed as the question, “want to win?”

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Brand Storytelling

Brands Must Stay True To Their Meta-Story

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Brands Must Stay True To Their Meta-Story

Brands have grown keenly aware of the importance of building a strong narrative.

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Brand Management

Do Brands Always Need To ‘Join The Conversation’?

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Do Brands Always Need To ‘Join The Conversation’?

What a strange time for brands. Especially here in the United States.

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Brand Management

How Rapport Propels Brands

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How Rapport Propels Brands

The word “rapport” sums up everything we desire as marketers. It is taken from the French verb rapporter, meaning “to bring back, or refer.” To marketers, it means a lot more.

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Brand Management

Brand Safety In Sensational Times

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Brand Safety In Sensational Times

Last week, in the wake of the school shooting in Texas, one of my Fortune 50 clients suspended all media in the US until after the weekend news cycle.

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