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Koen Pauwels, Author at Branding Strategy Insider

5 Keys To Growing A New Brand

‘Buying a brand for the first time does not require a major conversion, just a bit of mental availability’ A new brand has to build ‘essential memories’, which are not about the brand superiority or differentiation, but simply what it is (eg a soft drink) and what is looks like (so it can be found). Therefore, it is key to define the category you are in, and that you are a plausible option in it....

The Essential Drivers Of Brand Growth

Growing your brand is a key objective of marketing managers, as strong brands make your company more money, faster and with less risk. They also help you attract the best employees, give you the best deals with channel partners and get the attention of financial investors. But how should you go about growing your brand?

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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