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Author Archive

Brand Marketing

Brand Marketing With Secrecy, Mystery And Myth

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Brand Marketing With Secrecy, Mystery And Myth

In marketing, secrets are released upon three dimensions: the tangible, the intangible, and the temporal.

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Brand Meaning

Brands Need Meaning To Revive, Expand Or Disrupt

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Brands Need Meaning To Revive, Expand Or Disrupt

Last month, we established that consumers do not care about (most) brands. Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Brand Meaning

Brands Need To Fulfill The Quest For Meaning

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Brands Need To Fulfill The Quest For Meaning

Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Advertising

The Future Is Reserved For Strategists Not Tacticians

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The Future Is Reserved For Strategists Not Tacticians

In need of business cards and postcards, I searched for a local print shop on Yelp and quickly realized they were few and far between.

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Brand Management

What Makes A Brand Authentic

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What Makes A Brand Authentic

As marketers, we must sometimes take a step back from the objective features and benefits of our products that too often dictate our brand strategy.

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