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Author Archive

Brand Strategy

Disruptive Brand Strategy Workshop

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Disruptive Brand Strategy Workshop

If your customer can live without you, eventually they will.

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Brand Strategy

Returning A Brand To Relevance

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Returning A Brand To Relevance

The year was 1997. Apple’s prospects were dim. It had suffered more than $1 billion in losses in the prior four quarters, demand for the Mac, its biggest moneymaker, was sinking, and the Cupertino, California-based company was on the brink of bankruptcy.

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Brand Management

Building Iconic Brand Associations

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Building Iconic Brand Associations

Once a brand is well positioned, the one enduring challenge that marketers face is making sure that everything associated with the brand is consistent in the minds of the target audience.

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Brand Marketing

25 Marketing Articles For A Changing World

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25 Marketing Articles For A Changing World

What will the new year bring brands? From our perspective of the marketing world, at least 365 opportunities.

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Brand Management

The Business Case For Building Brands

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The Business Case For Strong Brands

In the managerial pecking order within most organizations, finance occupies a more central role than the flimsy business of marketing.

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