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Author Archive

Brand Management

Every Great Brand Reveals A Human Side

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Every Great Brand Reveals A Human Side

No brand provides a better example of stellar corporate responsibility than Patagonia.

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Brand Management

For Brands, Does Gender Equality Work Both Ways?

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For Brands, Does Gender Equality Work Both Ways?

This past year has seen women’s movements gain traction and momentum across a broad range of social and culture issues.

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Brand Management

Brand Transparency Must Be Strategic

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Brand Transparency Must Be Strategic

In times or situations where there are low levels of trust, transparency becomes very important.

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Brands And Digital

Spying Brands Face A Reckoning

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Spying Brands Face A Reckoning

Marketers take note, in the last 20 years, no changes to data and privacy rules have been more significant than the EU’s General Data Protection Regulation (GPDR), set to go into effect in May 2018.

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Brand Management

Brand Awareness vs. Purchase Funnel Awareness

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Brand Awareness vs. Purchase Funnel Awareness

Over 100 years ago, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracts consumer attention to the point of action or purchase.

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