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Ban These Five Words from Your Brand Strategy
As I help companies define or re-define their brand strategies, we articulate the core values and attributes of their brands. We distill from all the things that could be said about their brands the...
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Radio Shack Should've Gone DIY
So, it looks like Radio Shack filed for bankruptcy, which had been expected for some time now. It's a shame to see a company that's been around for so long close after almost 100 years, but they sadly...
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Scale-up your brand — determine your key brand differentiators
Differentiation may quite possibly be the top priority in brand development. In today’s competitive business environment, simply being better than other brands no longer creates a sustainable...
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9 different types of brands
Here’s a hypothesis: There are essentially nine different types of brands and you can jumpstart the development of your brand strategy by identifying the one that’s right for you.I’ve developed this...
View ArticleHow to identify key brand differentiators for your brand strategy
By now, it should be obvious how important it is to clearly differentiate your brand. But I still get questions about how to identify key brand differentiators — or how to prioritize them, clarify...
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Storytelling Isn’t Enough
Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content. It makes sense — people are emotional...
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Stop the Stunt Marketing
When will marketers learn that eyeballs aren’t worth more than integrity?! Brand managers and advertising agencies continue to run irresponsible ads and do outrageous acts in an effort to draw...
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10 Strategy Questions Every Fortune 500 CEO Needs To Ask Or Be Ready To...
I picked up an old copy of Fast Company magazine yesterday. It is the 2012 March edition featuring the world’s top 50 most innovative companies. Apple was first, with Facebook, Google, and Amazon...
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Five Myths About Corporate Culture and Five Strategies for Cultivating a...
While the importance of workplace culture is well-understood, how to build a great culture is less established. In the research and work I did leading to my upcoming book, FUSION: How Integrating...
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CX Journey™ Musings: Culture Is the Foundation
This week, I’m continuing my series about lessons and takeaways from the crisis we are living through right now. So far, I’ve covered whether you should cancel workshops or not, change is possible and...
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