The Situation Placement Game
	Situation placement creates a brand image in the consumer's mind around an initial product, and then builds follow-up products around the constructed notion.... more
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	Stop Guessing
	Over the years, promotional tools have become oft-used weapons in the brand marketer's arsenal, employed by thousands of brands to attract and retain customers.... more
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	Small Spending - Big Branding
	It's a familiar phenomenon: the biggest brands, like Pepsi and Coca-Cola, spending hundreds of millions of dollars in brand building and brand maintenance.... more
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	The Situation Placement Game Part 2
	Last week we spoke about how product placement has turned into become situation placement – the question is however “How in earth do you create such... more
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	ROI Branding
	The days where branding was all about big budgets and doubtful return on investments is long gone. Even though the big brand image campaign still might... more
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	Now Hear This
	We're spending more and more on marketing and securing fewer and fewer results. Last year, marketing budgets increased 7 percent. But effectiveness decreased... more
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	Made In...
	Imagine you were offered a choice to purchase two different cars. Nothing was said about the cars, not even the price. The only information you have would... more
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	How to Rip Out the Competition in One Go
	Some years ago, an Australian takeout pizza place used the Internet in an attempt to boost sales. Traffic was slow. Hardly anyone visited the site. The... more
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	Creative Thinking is Required
	Some years ago, an Australian takeout pizza place used an untraditional channel in an attempt to boost sales. Traffic was slow. Hardly anyone visited the... more
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	Contextual Branding
	When I first surfed the Net, some six years ago, I clicked on every banner ad that came before me. I reckon this was, not so much because I was in desperate... more
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	Brand plus Brand
	Will the recent alliance between Proctor & Gamble and Gillette succeed? Well some years ago, the American Marketing Association produced a study with an... more
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	Brand Different
	Recently – well it feels like that – a dear friend of mine, Tim Pethick approached me with a great idea. Well he felt it was great I – to be perfectly... more
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