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Author Archive

Brand Meaning

Vision 2020: Lead Brands With Meaning

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Vision 2020- Lead Brands With Meaning

What Is Happening To Our World?

The world we used to know is changing in front of our eyes – affecting the way we perceive it and how we derive meaning from it.

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Brand Identity

How Brand Codes And Narratives Can Deceive Us

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How Brand Codes And Narratives Can Deceive Us

Facebook rolled out a new updated visual identity for its mobile interface last week. And the desktop version will be launched in the following months. The big question here, however, is why?

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Brand Meaning

Why Global Brands Fall Into The Gap Of Meaning

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Why Global Brands Fall Into The Gap Of Meaning

Perhaps the most dangerous split in branding is between what brands say and what they do.

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Brand Management

How Brands Can Avoid Culturally Flammable Ideas

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How Brands Can Avoid Culturally Flammable Ideas

Flammable ideas. They are everywhere these days.

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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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