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Author Archive

Brand Management

What Awaits Brands In The Year 2018

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What Awaits Brands In The Year 2018

The new year is almost upon us and it is important to note that trends and behaviors aren’t committed to calendar years, time is not their master.

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Branding: Just Ask...

Disruptive Marketing’s True North

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Disruptive Marketing's True North

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Jennifer a VP of Marketing from Toronto, Canada who has this question about disruptive marketing.

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Brand Management

Why Mobile-First Brands Are Poised To Dominate

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Why Mobile-First Brands Are Poised To Dominate

Mobile has emerged as the great enabler for new “mobile-first” brands and the killer threat for legacy brands who still think customers listen with loyalty in mind.

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Building Emotional Connections

What Mood Defines Your Brand?

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What Mood Defines Your Brand?

We talk a lot in the brand world about brand strategy, brand vision, brand planning and brand imaging. But in all of this discussion we are missing the critical component of customer context. To best understand we must ask this simple question and be prepared to answer it:

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Brand Management

3 Reasons Why Your Brand Will Fail

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3 Reasons Why Your Brand Will Fail

Today I’m going to share something you will think is negative that is actually positive. It’s positive because it’s a learning lesson for all of us in what Geoffrey Moore eloquently called the “Crossing the Chasm” period of business history. Or what Peter Drucker noted was a movement from the industrial economy into the cognitive post-capitalist world.

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