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Brand Strategy

Brand strategy begins with the notion that you can differentiate a commodity.

Brand Strategy

The Five Pillars Of Brand Likeability

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The Five Pillars Of Brand Likeability

As brand marketers, we are conditioned to think early on in terms of attaining loyalty and advocacy for our brands.

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Brand Strategy

Brand Strategy: Art, Science Or Process?

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The Role Of Brand Strategy

This week I had an interesting discussion about the role of brand strategy. Do all the discussion, frameworks and processes that strategists use really add value for brands or is it all just ****?

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Brand Strategy

When Should A Brand Retreat?

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When Should A Brand Retreat?

We talk a lot about brands growing and expanding, but when should a brand pull back? Here are five occasions when the best thing you can do is to stage a brand retreat.

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Brand Strategy

3 Ways To Establish A Meaningful Brand

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3 Ways To Establish A Meaningful Brand

At a recent event my colleague Kristopher Hull looked at advertising in an enlightening way: despite all the speed and complexity in the world today, marketers still need to reach the same brain.

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Brand Strategy

Defining Your Audio Brand Strategy

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Defining Your Audio Brand Strategy

We’ve said goodbye to the silence of pages, flipcharts, point-of-sale materials and most products. Savvy marketers realize those have been replaced by the audio-enabled world of mobile videos, apps, YouTube, and digital signage. And now, the Internet of Things, connecting the cloud to everything from refrigerators to projectors to vehicles to industrial products.

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