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Author Archive

Brand Culture

The Real Value In Brand Vision, Mission And Values

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The Real Value In Brand Vision, Mission And Values

A truth about strategy: it wasn’t what it is that counts, it’s what you do with it.

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Branding: Just Ask...

When Should Brands Put Digital First?

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When Should Brands Put Digital-First?

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 Philip, a Marketing Manager from Zurich, Switzerland who has this question about making the shift to digital.

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Brand Management

Will Voice Search Hurt Brands And Agencies?

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Will Voice Search Hurt Brands And Agencies?

As algorithms play a bigger and bigger part in how we make decisions, and how decisions are made for us, it’s interesting to ponder what the effects might be on brands and their agencies, particularly as we transit from a text-focused way of searching for answers to one that is more voice oriented.

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Naming

Changing Your Brand Name

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Changing Your Brand Name

Recently, Dunkin’ Donuts announced that it was looking at dropping the ‘Donuts’ part of its name in selected stores in order to highlight there’s more to the brand than the products it’s synonymous with. Is that a smart move?

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Brand Messaging

How Brands Can Convert Noise To Signal

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Advertising: Converting Noise To Signal

It’s the next thing out of most people’s mouths the moment I tell them I work in marketing. They hate ads, there are too many of them, and who’s got time to watch television these days anyway?

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