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Brand Strategy

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

Brand Strategy

Why American Brands Should Avoid Politics

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American Brands Should Avoid Politics

It seems to be the question of the moment, in meeting after meeting: “If you were preparing a strategy for an American brand right now, what would you tell them to do?”

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Brand Strategy

Disruptive Brand Strategy Workshop

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Disruptive Brand Strategy Workshop

If your customer can live without you, eventually they will.

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Brand Strategy

Returning A Brand To Relevance

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Returning A Brand To Relevance

The year was 1997. Apple’s prospects were dim. It had suffered more than $1 billion in losses in the prior four quarters, demand for the Mac, its biggest moneymaker, was sinking, and the Cupertino, California-based company was on the brink of bankruptcy.

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Brand Strategy

How Un-Designed Should Brands Be?

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un-designed branding trends

As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.

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Brand Strategy

Crafting A Two-Speed Brand Strategy

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Crafting A Two-Speed Brand Strategy

Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.

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