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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

10 Ways To Reimagine Your Brand

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10 Ways To Reimagine Your Brand

This year has reminded businesses and brands that the work of being a consistent source of value is never finished. In helping clients reimagine their offerings and relationships for lasting value we discovered ten things that may help you do the same.

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Brand Management

Building Trust Capital For Business And Brands

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Building Trust Capital For Business And Brands

To succeed in today’s unpredictable brand-business environment, organizations must build Trust Capital. In general, most businesses focus on three forms of organizational wealth: Financial Capital, Intellectual Capital and Human Capital. However, there is a critical fourth component: Trust Capital.

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Brand Management

How Assumptions Destroyed The Citrus Hill Brand

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How Assumptions Destroyed The Citrus Hill Brand

Even the world’s most successful marketing companies periodically fall into the “assumption trap” where they are confident that they know enough to sell their product without pursuing new information to challenge their assumptions.

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Brand Management

How Brands Can Start Or Serve Social Movements

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How Brands Can Start Or Serve Social Movements

There are over 100 entries on the Wikipedia list of social movements. They include veganism, #metoo, men’s rights, organics, indigenous rights, black lives matter, pro-choice, tea-party and eco-feminism. There’s a prominent note on the page saying, “this list is incomplete, you can help by expanding it.”

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Brand Management

The Rebranding Of America

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The Rebranding Of America

The Presidential campaign is over, but the campaign to restore America has just begun. People are the fabric of any democracy and the frayed narrative of our Union must be rewoven to include everyone.

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