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Webogram Power |
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We've all done it. We've entered a store planning to purchase a single item -- a set of bags for the vacuum cleaner or perhaps some tomato paste. Then,... more |
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Unity, Fraternity, Loyalty |
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In the good old days, recognition was something customers were able to establish with their favoured stores over time. I'm sure you know the feeling. It's... more |
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Sensory Branding |
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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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ROI Branding |
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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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Over Deliver |
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For most manufacturers this initially would sound like a nightmare – but is it?
Recently I checked into The Peninsula Hotel in Chicago. Knowing... more |
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Is Harry Committing Suicide? |
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A quick quiz: What do toothpaste, toothbrushes, chocolate, CDs, hair gel, building blocks, games, calendars, films, chewing gum, cups, and... (could I... more |
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Cross Channel Branding |
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Five years ago, you were likely to be asked, "What's your Internet strategy?" Today's question is,
"What's your channel strategy?"
If within... more |
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Country of Origin as a Branding Statement |
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Imagine that I told you of a product that I knew nearly nothing about. I didn't know what its price was, what any of its unique features were, or even... more |
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Contextual Branding |
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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 Survival |
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As the international financial downturn continues, so does the test of branding.
I’m sure you’d agree with me that the easiest strategy for... more |
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Brand Building not Bland Building |
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Ever heard of a brand that rejects customers? Probably not. Brands are uniformly desperate to attract them. So why would a brand take the opposite approach?... more |
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BRANDchild |
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You may be surprised to learn that close to 80 per cent of all brands purchased by parents is controlled by their offspring. But what will undoubtedly... more |
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B2Branding |
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Let's discuss a product category that's excruciatingly boring: rolling bearings and seals. I want to look at SKF, one of the world's largest manufacturers... more |
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The Art of Asking the Right Questions |
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Martin Lindstrom 1-21-2003 A couple of weeks ago, when I was driving a bit too fast, I came upon two different police department signs. The first told... more |
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