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Author Archive

Brand Management

Meaning Is The Soul Of Your Company

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Meaning Is The Soul Of Your Company

We know already that brand management is largely meaning management. But if we want to make any lasting changes to how brands are managed today and what value they create, we need to take the conversation up a notch, engage the C-suite along with marketers and look at the organizational matrix.

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Brand Meaning

How Semiotics Helps Brands Encapsulate Value

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How Semiotics Helps Brands Encapsulate Value

When you want to explore cultural relevance of strategic ideas, creative concepts, brand narratives, stories or innovation territories and how they tap into the cultural zeitgeist, the mood of the now, semiotics is in my opinion by far the best way to approach such research.

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Brand Storytelling

3 Ways To Ensure Your Storytelling Is Meaningful

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3 Ways To Ensure Your Storytelling Is Meaningful

What we often lack in branding today is meaningful storytelling with an ability to drive a real impact and social change.

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Brand Storytelling

How Brands Can Use Story To Inspire Social Change

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How Brands Can Use Story To Inspire Social Change 

No matter what anyone tells you, stories can change the world. But it often takes courage and guts to make real stories that can jumpstart a real social change.

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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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