Strategy Of The Gamechanger Brands
October 31, 20135 min
Some brands seem to rule the world. They’re big, powerful, profitable and widely adored. They talk and the world listens. They are the game-makers.
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October 2013 - Branding Strategy Insider
Grow Brand Meaning To Grow Financial Value
October 30, 20132 min
Though times have changed, the foundational principles of good marketing have not.
Marketers: Bastards Of The Business World
October 29, 20132 min
Four friends go out for dinner. One is an accountant, one is an engineer, one a financial analyst in the City, and one is a marketer. Before you read on, close your eyes and imagine what each one of these dinner guests looks like.
Creating A Meaningfully Different Brand
October 28, 20133 min
In a letter to Jean-Baptiste Leroy, Benjamin Franklin commented on the likely permanence of the U.S. Constitution, saying “In this world nothing can be said to be certain, except death and taxes.”
Brand Architecture: The Danger Of Attachment
October 25, 20132 min
Once a brand has been established, it is difficult for people to give it up. They become emotionally attached to it. It may even be a source of self-esteem and personal pride. They invent a variety of excuses for why it should never go away.