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Author Archive

Soulful Branding

Soulful Integrated Branding Defined

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Soulful Integrated Branding Defined

Integrated Branding is the use of brand identity, personality, advertising, retail promotions & services, product design, print collateral, website and online marketing, etc. to make your target market associate your particular company with admirable character traits and core values.

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Brand Strategy

Cornerstones Of Strategic Brand Development

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Cornerstones Of Strategic Brand Development

Brands are symbols full of many different kinds of impressions and meaning. The ideas surrounding your brand provide the most valuable insights for helping any business differentiate, stay relevant and resonate emotionally.

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Brand Management

How Nike Shifted From A Sales To Marketing Mindset

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How Nike Shifted From A Sales To Marketing Mindset

When I stepped into the role of planning director inside Nike in the spring of 1986 marketing was a dirty word.

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Brand Culture

How Brand Culture Drives Brand Dominance

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How Brand Culture Drives Brand Dominance

“Every decision is a prediction.”  ~ W. Edward Deming

Brand strategist’s think about the future because its their job to figure out what their organization ought to be doing today that will most likely result in achieving desired business (sales, margin and profit) goals and brand positioning goals tomorrow.

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Brand Management

The Depths Of Brand Character Development

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 Kim-Jordan-New-Belgium-Brewing-Brand-Strategy

The thoughtful, quirky and uplifting character of New Belgium Brewing is an excellent example of Soulful Branding in practice. This video provides a fascinating glimpse into founder and CEO Kim Jordan’s values that are the source of New Belgium’s soulful brand character.  

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