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Brand Management

While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.

Brand Management

The Convergence Of B2B And B2C Brand Marketing

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The Convergence Of B2B And B2C Brand Marketing

Many years ago, Disney released a film called “Freaky Friday” in which a mother and her daughter end up switching bodies. In the last few years, I’ve noticed a similar trend happening in how B2B and B2C brands approach their marketing.

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Brand Management

Three Ways AI Will Make Us Better Marketers

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Three Ways AI Will Make Us Better Marketers

Marketers in both the US and UK report that their digital marketing spend has grown in the past couple of years. You can see that pronounced increase in social media, email, web content, and more online advertising efforts.

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Brand Management

Brands: Society’s Change Agent

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Brands: Society's Change Agent

Last week, I offered some examples of how brands are building personal relationships, going way beyond their traditional business interests to advocate for societal change.

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Brand Management

How Brands Are Building Personal Relationships

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How Brands Are Building Personal Relationships

Last week, in a twitter thread that went viral, frozen-meat company Steak-Umm asked, “Why are so many young people flocking to brands on social media for love, guidance, and attention?

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Brand Management

Build Your Brand On Meaning, Not Marketing

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Build Your Brand On Meaning, Not Marketing

To celebrate women’s empowerment, department store Harvey Nichols is changing their name to Holly Nichols for the month of September. This reminds me of the stunt IHOP pulled a few months ago when they changed their name to IHOB.

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