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Author Archive

Brand Positioning

The Origins Of Brand Positioning

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The Origins Of Brand Positioning

It is with great sadness that we mark the passing of Jack Trout who died Sunday at the age of 82. To many in the business of building brands, Jack was a pioneer, a mentor, and a game changer.

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Re-Branding

Rebranding Strategy Guide

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 Rebranding Strategy Guide

Rebranding is one of the most difficult brand strategies to pull off successfully. Many try, many fail. To help marketers better understand when a rebrand is prudent, we asked the Branding Strategy Insider team to share their views.

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Brand Education

Brand Leadership In An Age Of Disruption

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2017 Brand Strategy Brand

“No one is less ready for tomorrow than the person who holds the most rigid beliefs about what tomorrow will contain.” ~ Watts Wacker

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Brand Management

Don’t Let Creative Threaten The Strategy

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 Don’t Let Creative Threaten The Strategy

Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’ ~ Jef Richards

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Brand Management

Brand Problem Solving Requires New Methods

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Brand Problem Solving Requires New Methods

As Simon Sinek has observed, people intuitively deal with what they know before they deal with the things they don’t know or feel less comfortable dealing with.

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