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Author Archive

Brand Management

Building Brands On Consumer Tasks

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Building Brands On Consumer Tasks

In the mid to late 2000s, online retailers were driving down prices on consumer electronics. As competition increased and margins thinned, Circuit City tried a number of tactics to weather the storm.

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Brand Innovation

A Brand Innovator’s Guide To Ideation

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A Brand Innovator's Guide To Ideation

Before we work with clients to generate new ideas, we often show them an old AirTran Airways commercial that epitomizes the wrong way to brainstorm.

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Brand Innovation

Brands Must Redefine Their View Of Competition

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Brands Must Redefine Their View Of Competition

A few years ago, we were in a meeting with a consumer goods company talking about the way Trader Joe’s laid out its product displays. The conversation quickly turned into an assault on how inefficient the design was and how it was violating a number of product display rules that the rest of the industry had learned years ago.

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Brand Innovation

10 Obstacles To New Product Success

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10 Obstacles To New Product Success

Many obstacles can slow the spread of new products and services, we’ve identified ten of the most common and categorized them as obstacles to adoption and obstacles to use. Will they or do they impact your new offering?

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Brand Research

In Brand Research Context Is King

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In Brand Research Context Is King

With all the talk about self-driving cars and connected-home innovations, it would be easy to forget that Google began as just a search engine—and a simple search engine at that.

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