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Author Archive

Marketing Budget

Budgeting For Short And Long Term Brand Building

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Budgeting For Short And Long Term Brand Building

Once again budgeting season is upon us, a time of year that most brand managers dread. When you ask them to select their favorite management process, budgeting rarely makes even the top 5.

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Brand Growth

Brands Beware Of Adjacency As A Growth Strategy

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 Brands Beware Of Adjacency As A Growth Strategy

“What adjacencies should we enter?” Over the last decade, this question has become synonymous with asking, “How should we grow?” in almost every major company around the world.

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Brand Strategy

Strategy Is Not About The Competition

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Strategy Is Not About The Competition

The concept of strategy originates in war, where the objective is to destroy the enemy. In business, if the enemy is your competitor, then the objective of strategy must be to crush the competition.

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