Discovering Your Brand Essence
April 11, 20123 min
A process called “laddering” is often used to uncover the essence of a brand.
NEW THINKING
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April 2012 - Page 4 of 5 - Branding Strategy Insider
Brand Strategy: Uniting Multiple Brands Under One
April 10, 20123 min
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Bakhtier, a brand manager from a telecommunications company in Uzbekistan who has this brand architecture question:
Effective Problem Solving And Creative Thought
April 9, 20123 min
An experiment conducted by behavioral scientists discovered that problem-solving procedures inhibited creative thought.
Presidential Election Impacts Consumer Spending
April 8, 20124 min
The combative clamor of presidential primaries every four years can seem like the harbinger of something worse to come, and, alas, occasionally it is.
Branding Clichés And Hollow Claims
April 6, 20121 min
It seems that every good idea, every admirable quality, at some point gets overused and eventually becomes a cliché.