Maximizing Your Ad Agency Relationship
July 6, 20081 min
How can you get the most out of working with an advertising agency?
NEW THINKING
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July 2008 - Page 6 of 7 - Branding Strategy Insider
Inside Competitive Copying
July 5, 20081 min
Keep in mind, the easiest thing for a competitor to copy is a price reduction or discount.
Beware Of Branding Success
July 4, 20083 min
During the 90s, from unlikely origins in the small country of Finland, there emerged a remarkable manufacturing story.
The Power Of Breaking Consumer Compromise
July 3, 20082 min
I believe “breaking consumer compromises” is one of the most powerful concepts in business today. Introduced by George Stalk, Jr., David K. Pecaut, and Benjamin Burnett in a Harvard Business Review article in late 1996, it states that the best way to create breakaway business growth is to identify all the ways in which a business has made compromises with the consumer and then break them all so that that consumer gets exactly what he...
Branding Desperately Needs To Rebrand Itself
July 2, 20083 min
Once in a while a consultant gets lucky and encounters a trend before it takes hold across their marketplace. Over the past few months I think I have been running up against just such a trend and it worries me.