Unveiling Marketing’s New Definition Of Consumers
January 31, 20177 min
The titles we give to people are incredibly important indicators of what we consider their role to be within a certain context.
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January 2017 - Branding Strategy Insider
6 Keys For Driving Brand Portfolio Growth
January 30, 20174 min
The temptation for most businesses and indeed most brand managers is to look for growth right across their portfolios. But that’s far harder and far less effective than it sounds. The secret, it seems, is focus.
How Brands Can Defend Against Disruption
January 27, 20174 min
Brands with the mindset of evolve, innovate and disrupt, are best suited to defend themselves against the overthrows and revolutions on the horizon.
7 Lessons From The Fall Of The ITT Tech Brand
January 26, 20174 min
It’s tough to see a former client fall upon hard times. Such is the case for me with the predicted closure of ITT Technical Institute.
Returning A Brand To Relevance
January 25, 20174 min
The year was 1997. Apple’s prospects were dim. It had suffered more than $1 billion in losses in the prior four quarters, demand for the Mac, its biggest moneymaker, was sinking, and the Cupertino, California-based company was on the brink of bankruptcy.