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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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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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How to Extend Your Brand into a Value Arena
Moving a brand into a value arena has exceptional risks not found in other brand extension contexts. But the decision is often based on business logic driven by the attractiveness of the value market...
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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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Change Afoot at Change.org
How Altering an Ad Policy Alters a Brand PositioningThere’s a lot to admire about Change.org.Since its 2007 launch it has served as a “social action” platform to empower and enable everyday people...
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Reframing Romney
Brand executives can learn a lot from political professionals who exhibit creative brand building programs and then subject them to huge field tests. Consider the Obama campaign’s early decision to...
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What Brands Inspired You in 2012?
As 2012 winds down, we’re thinking of all of the brands that have inspired us this year. BOGO brands such as TOMS and Warby Parker come to mind, as do brands that have totally reinvented themselves,...
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Hyundai, JC Penney Are Apologizing: Is Anyone Listening?
In the past few weeks, three of the top brands in the world have had to launch public apologies tied to misplaced or misguided creative, execution and strategy. Ford is in trouble for its now infamous...
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Creating Content: 3 Rules to Effectively to Build Your Brand
It’s no secret that brands are constantly in search of ways to build connections and loyalty with their customers. However many brands are tackling this challenge by blasting meaningless messages into...
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New Year, New Beginnings in London
One year ago, we acquired the fast growing, UK and Hong Kong-based brand and design firm Figtree. Together, we have created a new breed of consultancy – one that is equally facile in strategy and...
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The Plato & Newton of Branding: David Aaker
In the globalized, consumption-fired 21st century, branding is the air we breathe. It is the oxygen of modern culture nearly everywhere on the planet, in realms that extend far beyond consumer...
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Is Your Brand a Giver, or a Taker?
Adam Grant’s book Give and Take suggests that all people take different dominant approaches to their jobs. They are either defined as “givers,” “takers” or “matchers.” Research shows that these...
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Wie der „Swiss Touch“ neu definiert wird
Der Markenexperte und Züricher Prophet-Partner Jan Döring gibt Tipps, welche kreativen Antworten der Schweizer Tourismus auf die Frankenstärke geben könnte. Frage: Herr Döring, in einer...
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„Qualität ist im Tourismus ein wettbewerbsentscheidender Faktor“
Barbara Gisi, Direktorin des Schweizer Tourismus-Verbandes (STV), über kreative Antworten der Regionen und Hotels auf die Frankenstärke. Frage: Wie reagiert die Schweizer Tourismus-Industrie auf die...
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Remaking the Game: Are You (at) Risk?
I love Risk. I love risk, too (my wife would say too much), but now I’m talking about the board game. Every rainy day as a kid, I would pull the cardboard box out of the closet, unfold the cardboard...
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Change Afoot at Change.org
How Altering an Ad Policy Alters a Brand Positioning There’s a lot to admire about Change.org. Since its 2007 launch it has served as a “social action” platform to empower and enable everyday people...
View ArticleWhy British Brands Rule
The news headlines are enough to send you round the twist. Living in this green and pleasant land, you can’t turn on the television without bearing witness to a new twist or turn in the reality soap...
View ArticleThe 2019 Brand Winners And Losers: From Disney+ And Salesforce To Juul And...
We are ending the decade with the most polarizing list of brand winners and losers of any year since this column started ten years ago. 2019 was truly a year of brand highs and lows. It was a year when...
View ArticleBreaking Down the Importance of the Exemplar Brand
A fourth big idea in the book Owning Game-Changing Subcategories is the concept and role of the exemplar brand in subcategory creation and management. To own a game-changing subcategory, a major task...
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