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May 2013 - Branding Strategy Insider

Brand Storytelling Strategy: Shift To Win

Brand storytelling plays a critically important role growing the business assets of relationship and reputation. Story based brands whose stories have enhanced their relationships and reputation with customers, are usually telling stories they have earned the right to tell. On the other hand, if you create brand stories your audience perceives as disingenuous or contrived, your efforts can bring the brand’s credibility into question with a velocity never before experienced.

Targeting: A Mandate For Brand Success

Segmentation is making headlines. The journalistic reprise of some inelegant remarks by Abercrombie & Fitch’s CEO and the eruption of a scandal involving IRS scrutiny of conservative non-profit groups have come together at the same moment to put the spotlight on targeting, which, of course, is what segmentation is all about.

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