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Author Archive

Brand Management

Subscription Models Expand Access To Your Brand

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Subscription Models Expand Access To Your Brand

It’s back to school season and just on time, Nike has rolled out the Nike Adventure Club for ‘Generation Alpha’ – for those ‘consumers’ aged 2-10. When you think about subscription services, you likely think about tech or tech-adjacent brands.

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Branding & Retail

Why The Future Of Retail Requires Imagination

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Why The Future Of Retail Requires Imagination

We’ve written about experiences being the latest frontier in retail: How brand activations through pop-ups like the Taco Bell hotel in Palm Springs or the Cheeto’s gourmet restaurant in New York offer memorable ways to extend the brand story; How Instagram-friendly destinations like the Museum of Ice Cream offer unique opportunities for brand partnerships; How China’s virtual showrooms bring back memories of childhood.

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Brand Identity

How Brand Identity Can Be Flexible And Consistent

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Brand Identity Should Be Flexible And Consistent

Open any brand guidelines and you’ll likely find a page or two about correct logo usage. As one of the most sacred elements of any brand, strict instructions on amount of padding, what it can and can’t be placed next to or on top of, purposely limit choices to avoid a free-for-all of activations.

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Brand Management

3 Requirements For Building A Great Brand

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3 Requirements For Building A Great Brand

Search Amazon for books on branding and you’ll get over 10,000 results. Since brands are never finished, it’s important that we write about them, to uncover new ways to connect and create meaning with customers.

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Brand Marketing

Is Your Marketing Conversational?

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Is Your Marketing Conversational?

Brands using chatbots as a replacement for human-to-human channels don’t understand conversational marketing.

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