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Author Archive

Brand Meaning

5 Ways To Surely Kill Brand Meaning

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5 Ways To Kill Brand Meaning

In 2016 the rising costs of chocolate ingredients put the Toblerone brand’s owner Mondelēz in a difficult position.

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Brand Management

Brand Authenticity In The Age Of Post-Truth

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Brands Must Evolve With The Concept Of Truth 

“Post-truth doesn’t mean the end of the truth.

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Brand Meaning

Meaning Powers A New Era Of Brand Strategy

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Meaning Powers A New Era Of Brand Strategy

We live in a world where the symbol has become the new product.

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Brand Meaning

How To Align Brands With The Codes Of Culture

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Surprisingly, many global brands continue to stumble due to profound insensitivity to the cultural context.

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