Building An Attention Capturing Brand
June 6, 20136 min
We now have greater access to ideas than ever before, but the ideas themselves, it seems to me, have a much shorter half-life.
NEW THINKING
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June 2013 - Page 4 of 4 - Branding Strategy Insider
How Brands Can Conquer Commoditization
June 5, 20133 min
Eventually every product or service will become a me-too commodity that competes on price alone. The pace of product and service innovation is now so accelerated that one can hardly determine who is first to market with a valuable new idea before a competitor knocks it off, adds a feature and lowers the price.
Brand Names And The Language Of Action
June 4, 20132 min
Names just don’t sit there. Names “do.” Names have action and energy. Sure, names identify a business or brand. But names also suggest certain types of action:
Brands And The New View Of Social Influence
June 3, 20136 min
There are two kinds of interaction in social webs – asking and telling. The traditional view of social influence is all about telling. The new view is more about asking, and carries with it a particular implication for what brand marketers want consumers to do. Ask, don’t tell.