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Author Archive

Business to Business (B2B)

How B2B Brands Can Map Marketing Strategy

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How B2B Brands Can Map Marketing Strategy

Back in May, Emmanuel Probst shared that brand growth requires a full-funnel approach. While this is true for all brands, it becomes especially critical in B2B, where purchase cycles are usually much longer and involve multiple people with different responsibilities around the final purchase decision.

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Brand Management

How Are American Brands Perceived Abroad?

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How Are American Brands Perceived Abroad?

JWT just released a very interesting report called Brand America, examining how American brands are perceived abroad.

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Brand Management

Five Insights About Gender And Brands

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Five Insights About Gender And Brands

Gender is a loaded topic. Increasingly, the traditional notions of gender are being challenged by progressive attitudes that gender is fluid.

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Brand Innovation

Brand Innovation Drives New Retail Strategy

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Brand Innovation Drives New Retail Strategy

It’s not easy to be a retail brand these days. Every few weeks it seems there is yet another story about some major retailer either abandoning or downsizing multiple locations.

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Brand Engagement

How Brands Can Harness Customer Creativity

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How Brands Can Harness Customer Creativity

Today Lego is one of the world’s top brands, but not too long ago the brand was in serious trouble.

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