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Author Archive

Brand Management

How Brands Compete And Win

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How Brands Compete And Win

Competitive brand battles can be drawn out affairs, outlasting the tenures of several management teams.

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Brand Innovation

Why Brands Are Crucial To Innovation

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Why Brands Are Crucial To Innovation

Here’s a thought experiment. Imagine the engineers working in the product development labs at Volkswagen A.G. develop three innovations:

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Brand Management

How Brands Can Confront The AI Platform Challenge

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How Brands Can Confront The AI Platform Challenge 

Pity the brand marketer. Over the past couple of decades she has had to contend with disintegrating mass media, concentrating retail distribution channels, the rise of advertising platforms such as Google and Facebook, and a tide of data and analytic tools.

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