In a sector where sales are king, many B2B businesses are making a key mistake by approaching the same ‘buyer’ from 10 or 20 years ago.
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June 2019 - Page 2 of 3 - Branding Strategy Insider
Solving Brand Challenges With The Paradox Process
June 11, 20195 min
The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges.
Brands Unite For Growth And Good
June 10, 20193 min
Richard Edelman coined an interesting term for our times: Brand democracy.
Brand Innovation And The Fallacy Of Self Disruption
June 7, 20192 min
Ever since Clayton Christensen wrote his book The Innovator’s Dilemma in 1997, it has been accepted as a fact that companies will fail if they don’t disrupt themselves first.
Meaning Is The Bridge Every Brand Must Build
June 6, 20194 min
Consider for a moment how a Scrabble box full of single letters, lacks the quality of poetry, but if those letters are arranged in a certain way, they can then produce a poetic effect. It is the ordered relationships between the letters that create the identity of poetry.