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Author Archive

Customer Experience

Four Elements That Shape Brand Experiences

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Four Elements That Shape Brand Experiences  

To build more relevant experiences you need to take a step back and consider the context your brand and the associated experiences will be built within.

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Business to Business (B2B)

How Emotions Drive B2B Purchase Decisions

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How Emotions Drive B2B Purchase Decisions

We like to think we’re rational and logical, that we identify then assess the options, evaluate the consequences then make solid, well-thought-through and reasoned decisions. But the decisions we make are primarily influenced by the emotions we feel.

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Branding and China

Emotional Connections And Chinese Brands

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China’s extraordinary economic growth has been characterized by the production of high volume but relatively low value goods for export markets. This has allowed certain industries such as OEM’s (Original Equipment Manufacturers) to flourish but times are changing.

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Brand Management

Weakness In The Apple Brand?

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Weakness In The Apple Brand?

People who work in brand admire Apple for very good reasons. An iconic brand that delivers revolutionary, beautifully designed and incredibly profitable products.

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Brand Marketing

Product Launch Strategy And Success

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Product Launch Strategy Armani

Senior executives frequently tell us how disappointed they are with new product launch performance.

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