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The Living Brand Manual |
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At a British Airways counter recently, I noticed an elegantly attired man trying to squeeze his over-large hand luggage into one of those luggage size-indicator... more |
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See Your Brand Vision |
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Before you can tell people what you want them to think about you, you must know clearly who you are. A quick review of most corporate sites reveals a disappointing... more |
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Religious Branding |
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My father always said not to talk about religion, politics and money. So right here and now I’m going to break the first rule by revealing some of my... more |
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Do You Provide Customer Disservice |
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I'll bet you've called some corporation, been connected to the call centre, and been put on hold. After what seems like hours of waiting, you're told your... more |
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Brand Inspirations from the Far East |
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As the Far East seems to move closer and closer to the west, and its two billion people open their wallets to brands, it might be valuable to seek some... more |
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Blogs |
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You can’t avoid them – the blogs. They’re so plentiful that the opinions they offer are forming part of news reports. Given the evident potency of... more |
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Absolut Branded Language |
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Disney, Kellogg's, and Gillette are three completely different brands with one commonality. Over the past decade, they've established a branded language,... more |
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mBranding |
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Let me ask you a difficult question: How on earth would you build your brand on a canvas smaller than a matchbox? What if you could use only one color... more |
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The Talking Brand |
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When the computer controlled Furby was launched in 1998, many people were surprised that a soft toy could sell more than 1 million units in five weeks.... more |
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Can Truth Kill Brands? |
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A free voice has always been sought-after. Just think about the Second World War and the resistance movements' creation of independent radio.
Each... more |
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Clicks, Brands And Mortar |
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Firms that use traditional marketing techniques rather than Internet strategies are known as "bricks-and-mortars." And they've been dubbed the true losers... more |
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Real-Life Branding |
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Yesterday, I happened to pass an elderly couple who were unlucky enough to have their car break down halfway up a hill. They had only one choice: push... more |
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Non-Bland Brand Building |
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Sometimes, irony is the best way to break down barriers. And sometimes, it can be the best tool in the brand-building battle.
We've all resorted... more |
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Once Upon a Time, There Was a Wonderful Brand |
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The year was 1895. King Camp (his real name) stood before his shaving mirror, as he'd done many times before. A new thought occurred to him. His cut-throat... more |
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Sensory Brand Management: It Makes (Five) Senses |
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Most marketing plans appeal to only two senses: sight and hearing. Why so limited? How come almost all marketing and brand building concentrate on two... more |
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