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Author Archive

Brand Reinvention

Creating New Life For An Old Brand

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Creating New Life For An Old Brand

Polaroid recently rebranded itself again, which signals another rebirth for a brand name that has been born, reborn, born again. And again.

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Brand Management

3 Ways To Motivate People Via Behavioral Science

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3 Ways To Motivate People Via Behavioral Science

The science of human behavior is a river of with exclamations, curiosities, prevarications and humble confusion. But among the currents and eddies often there are useful insights that help us navigate daily life.

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Brand Strategy

Brands Now Thrive As Platforms Not Products

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Brands Now Thrive As Platforms Not Products

It is no longer enough simply to have a product or service — that’s just game stakes — you have to have a YouTube (or other video) presence, pop-in store, TV show, video game, music downloads, memes, print content (book, zine, oversize, lookbook, catalog), a festival, Virtual Reality, an airplane — in addition to the website or APP, the outdoor, Influencers (if you have them), conferences, tshirts, posters, water bottles, CRM, social content and other effluvia.

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Business Strategy

Brandless Demise Reveals How Brands Succeed

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Brandless Demise Reveals How Brands Succeed

From its beginning, Brandless was a contrarian naysayer. The company held fast to the notion that in the sea of consumables, brands do not matter but fungible products do. All things being equal, all things are essentially the same things, only different. Generic. Generally the same. Brandless.

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Business Strategy

How To Counter Direct-To-Consumer Threats

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How To Counter Direct-To-Consumer Threats

Since 2015, the string of veteran retailers like Diesel, Gymboree, Rockport, Brookstone, Payless and others that have filed for bankruptcy, or folded into the sunset, has become a grim infographic.

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