Achieving Brand Differentiation
December 14, 20063 min
If properly designed, brands should promise relevant differentiated benefits to their target customers.
NEW THINKING
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December 2006 - Page 4 of 5 - Branding Strategy Insider
Brand Management: It’s A Sad Day When…
December 12, 20061 min
It's a sad day when a previously meaningful and vibrant brand is taken over by or combined with a new entity that does not share the brand's essence, promise and values.
Overcoming Common Brand Problems – 14
December 11, 20061 min
And our countdown rolls on... Common Brand Problem Number 14: Overexposing the brand to the point that it becomes “uncool”
Branding And The Art Of Persuasion
December 8, 20063 min
There are certain techniques that advertisers, politicians, salespeople, speechwriters, clergy, and others have long known to be effective in persuading people.