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Brand Marketing

Explore the most effective brand marketing strategies from the world renowned experts who develop them.

Brand Marketing

Can Brand Value Overpower Fear-Based Marketing?

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Can Brand Value Overpower Fear-Based Marketing?

Last year, we featured a piece on Branding Strategy Insider called FEAR: The Ultimate Brand Builder? In which we explored the ways fear and scarcity are used to motivate and persuade consumers to take action, and ideas to harness such a powerful motivation without having to rely on it.

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Brand Marketing

5 Strategies For Marketing To Generation Z

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5 Strategies For Marketing To Generation Z

Born between 1996 and 2011 (approximately), Generation Z may not have reached full maturity, but they are sophisticated and nuanced in how they approach their world.

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Brand Marketing

How Brands Can Avoid Overpaying For Media

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How Brands Can Avoid Overpaying For Media

The winner’s curse, a finding based on economic theory, should concern brands.

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Brand Marketing

Brands And The Decline Of Influencer Trust

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Brands And The Decline Of Influencer Trust

There’s new evidence that suggests we may have passed the peak of influencer marketing.

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Brand Marketing

Brands Need To Adopt A Two-Way Creative Brief

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Brands Need To Adopt A Two-Way Creative Brief

Two-way conversations start with two-way briefs. Unless you want to talk to yourself.

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