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What’s a Business Strategy?
A key ingredient to success is to have a clear, realizable, impactful business strategy. But what is a business strategy? I developed my view for part of my book, Strategic Market Management (updated...
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10 Steps to A Successful Brand Portfolio Strategy
Creating effective brand portfolio strategies is one of the most difficult and critical challenges facing today’s executives. Too often, the family of brands generates customer confusion,...
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Democrats Get a Framing Win With “Vouchercare”
Democrats always seem to lose the all-important discussion framing battle. But with “vouchercare,” they’ve finally won one.“Vouchercare” describes the republican approach to the reform of Medicare. It...
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A Superhero Approach to Branding
Marketers have long championed the cause of branding, especially in the B2C space, citing such benefits as product memorability, familiarity, brand loyalty, and lower product marketing costs. But...
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Minding “The Gap”
How the Retail Giant Is Transforming ItselfIt’s been a long journey back for The Gap, but there’s a light showing that signifies it is finding its way back from both a leadership and relevancy...
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Crayola Colors A Bright Brand Future
Crayola is a legacy brand that has universal awareness that one associates with making colorful drawings as a child. The 64-count box of crayons represents for many the emotional symbol of what was...
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Create an Ownable Branded Energizer
Most brands need more energy in order to provide the visibility needed to be considered and to support perceptions and attitudes. But how do you energize a brand, especially when the brand has no...
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Storytelling Never Gets Old
When identifying the top print advertisements and best headlines in the last century of advertising, one written in 1926 by a young copywriter named John Caples, only one year on the job, is always...
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Why Lance Armstrong’s Brand Is Beyond Repair
With or without performance enhancers, the repair of his badly damaged personal brand is one feat that is beyond even Lance Armstrong.Banned for life last year from competing in...
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Should Your Brand Unsell its Product?
If a firm believes that one of its products is bad for its customers or bad for the environment, what should it do? If the product is contributing to youth obesity, to alcoholism, or to energy waste,...
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The Real Reasons Chinese Firms Have Weak Branding
In a column for the New York Times, David Brooks posited that the U.S. has one clear advantage over Chinese competition: branding. He notes that U.S. firms are powered by “eccentric failed novelists”...
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7 Indicators of Brand-Building Inadequacy
Is your brand-building effort effective? Is the budget spend effective? In my first branding book, Managing Brand Equity, I identified indicators that brand-building was misdirected, mismanaged, or...
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What Makes a Good Story?
The concept of storytelling is one of the hottest topic in marketing today. By communicating a narrative that has a beginning, an end, emotions and facts, brands are able to become more human and more...
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How We Transformed Marketing at Electrolux
Marketers are racing to create seamless customer experiences that make it easy for consumers to engage at every touchpoint as they navigate the “decision journey” and beyond. Despite this revolution,...
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How the Relentlessly Relevant Chicago Blackhawks Win Trophies and Fans
Across the globe, few things inspire as much fervor, passion and loyalty as sport – and within professional sports, history has singled out a few truly outstanding franchises that are relentlessly...
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