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Author Archive

Brand Strategy

The Strategies Behind Sacred Brands

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The Strategies Behind Sacred Brands

The things we buy from appliances to accessories are full of meanings. Some of these meanings are more obvious than others, but often if you dig deep enough you can gather a lot of insights from what seem to be very mundane purchases.

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Brand Management

Why Brands Really Matter

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Why Brands Really Matter

Clearly, products and services link to our feelings and behaviors. But just how tight are these linkages, and how important are they to marketers?

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Brand Management

How Brands Are Built With Cultural Credibility

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How Brands Are Built With Culture And Credentials

Sociologists refer to the set of individuals and organizations that create and market a cultural product such as a record album, a movie, a shoe style, or a football game as a culture production system (CPS).

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Luxury Branding

Understanding Today’s Luxury Consumer

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Understanding Today's Luxury Consumer

Luxury marketing is largely about exclusivity. If everyone has it, it’s not luxury. The popular bumper-sticker slogan, “He who dies with the most toys, wins,” summarizes the desire to accumulate these badges of achievement.

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Brand Management

3 Factors Shaping New Consumer Behaviors

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3 Factors Shaping New Consumer Behaviors

When we’re not sitting on Zoom calls, foraging for supplies, or fretting about health or finances, our thoughts turn to what life will be like when the madness subsides. We’ll probably witness significant changes in how we relate to others (no more handshakes?), how we work, how we play, and certainly how we consume.

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