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It takes more than branding to build a strong brand and business
This week I met with a Chief Marketing Officer for a potential client. I had been called in to discuss her company’s branding. She spoke about the strengths of her brand, hypothesized about why it may...
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Mike’s challenge for building a strong brand and business
My friend Mike is a passionate cyclist. Upon retiring he wondered what he might do to keep busy and make extra income in his retirement. Then, one day, he came across a bicycle store for sale. “Aha!”...
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Consider your brand’s opacity to develop a winning brand strategy
In an earlier post I noted the crucial role of brand strategy in brand building and described it as “the means by which we associate a brand with a compelling promise of value in the minds of...
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How to talk about your “branding” so your audience gets it?
Your branding is not your brand. These two terms are often misunderstood even by experienced marketers. A brand is a set of associations in memory linked to a company, product, or service through its...
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What is brand strategy?
I posed this question to twenty executives in a recent training session and I got the answers I usually get. Most attendees linked the term brand strategy to branding, that is to say, choices regarding...
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Rule # 4 for Global Brand Leaders: They make brand strategy the business...
I posed the question, What is Brand Strategy?, in my May 2, 2013 post. It’s a question I usually ask executives at the start of a Global Brand Leaders training session. Many attendees think the term...
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