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Brand Strategy

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

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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Brand Strategy

The Future Is Reserved For Brands Who Can Stop

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The Future Is Reserved For Brands Who Can Stop

A critical question for leaders is, “When do you stop pouring resources into things that have achieved their purpose?”

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Brand Strategy

15 Ways Brands Can Deliver More Value

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15 Ways Brands Can Deliver More Value

We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.

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Brand Strategy

Creating A Habit Forming Brand

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Creating A Habit Forming Brand

In the ideal world of a marketer success is never in doubt and every brand becomes habit-forming. But that’s not reality and not all brands can become a habit of course.

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