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Brand Strategy

Is Your Brand Suffering From Deferred Maintenance?

Liz Wainger | Posted 10.01.2015 | Business
Liz Wainger

A civil engineer recently remarked that nobody wants to pay for the upkeep of roads, public transit systems, or other infrastructure. After all, he quipped, "people get credit for building the new school, not maintaining what we already have."

Winning in an Economy of Attention

Advertising Week | Posted 09.30.2015 | Business
Advertising Week

By Anne Hubert Stumble out of bed. Check texts. Check email. Try not to run into furniture en route to making coffee. Shower. Walk to subway/bike/car...

3 Keys for Building a Powerful Online Persona

Jamilah Corbitt | Posted 08.21.2015 | Business
Jamilah Corbitt

As an executive living in the digital age, communicating your value is an essential task if you want to establish yourself as a credible authority and build trust with potential customers.

Increase Your Company Brand Visibility by Spotlighting Other Brands

Joie Gharrity | Posted 06.03.2015 | Business
Joie Gharrity

Shining the spotlight on other people's brands, products and services across all of your business channels is an effective brand strategy you can use to leverage your brand to the next level.

The New CMO Guidebook: A Handbook for Marketing Leaders

Scott Goodson | Posted 06.10.2015 | Business
Scott Goodson

In the age of rapid digital revolution in publishing, when readers have marketing management book options ranging from decades-old publications about how to be a successful CMO or brand manager to many different articles, there is a practical new free downloadable booklet worth reading.

Be Honest With What You Do Best -- Pretending Is a Slippery Slope

Rick Roth | Posted 05.26.2015 | Business
Rick Roth

Agencies should be honest about what they do best. Pretending is a slippery slope. If they have evolved their capabilities to offer more value, if they've acquired other talent to deliver differently, they should say so... when it's true.

Can Brands Be Enlightened?

Nick Seneca Jankel | Posted 04.26.2015 | Business
Nick Seneca Jankel

Strategic brand management is a well-advised and profitable route. If a brand can capture the hearts and minds of its hard-to-please consumers and, even better, harness a 'spirit of the times', it will benefit from commitment, passion and even advocacy.

10 Digital Marketing Templates for Lightning-Fast Execution

Liz O'Neill Dennison | Posted 03.30.2015 | Technology
Liz O'Neill Dennison

Creating a steady stream of content that speaks to buyers and propels them toward purchase isn't always easy. Even if you have processes in place for understanding the content topics that resonate with your audience, it can be hard to craft them in a highly engaging format.

Timeless or New? The ABCs of Marketing in a Digital Era

Tom Doctoroff | Posted 02.12.2015 | Business
Tom Doctoroff

The explosion of digital platforms is causing many marketers to rethink how they engage with consumers. But sometimes in their hurry to embrace the digital world, companies often lose their way and forget the basic principles of good marketing and branding.

Brand Strategy for a New Generation

Amanda Slavin | Posted 01.26.2015 | Business
Amanda Slavin

Figuring out a brand strategy for the new generation begins with understanding who the new generation is.

It's 2014. How Are You Going To Show Up Differently?

Matthew Harrington | Posted 03.08.2014 | Business
Matthew Harrington

As 2014 gets underway, something profound is afoot among some of the world's largest brands. They are doing things differently and challenging the status quo. Rather than being daunted by the prospect of change, they have the courage to embrace it, which I would argue is setting them up for a more successful future.

Miley Cyrus Is a Strategic Genius

Maude Standish | Posted 01.23.2014 | Business
Maude Standish

Sinead O'Connor is worried about Miley. So is Elton John. So are the bearded guys of Duck Dynasty. But I'm not. Because I know that Miley is a strategic genius and that brands actually have quite a bit to learn from her.

Cannes Lions Shingerview With Mark Pollard, VP Brand Strategy, Big Spaceship

David Shing | Posted 09.22.2013 | Business
David Shing

Mark Pollard is very careful not to let semantics get in the way. And argues you shouldn't either. At Big Spaceship, no one has "Creative" in their title -- being creative is the cost of entry.

The Age of Branding

Michael Drew | Posted 05.15.2013 | Business
Michael Drew

In this day and age, you need to be branded. You need to be known as the go-to person for serving the need of the market in your field.

How to Build a Brand Without...

Marc Stoiber | Posted 06.18.2011 | Media
Marc Stoiber

Words. They're how I make my living. But more and more, I believe the strong brands of the future will need to strip away words and rely on visual c...

Brands Just Want to Be Friends

Marc Hershon | Posted 05.25.2011 | Business
Marc Hershon

Just as protecting one's good brand name requires attention, companies need to also be aware of how their name is being used -- and recognize when it may be time to get a little friendlier.

Big Brands vs. Private Labels and the Recession

Jenny Darroch | Posted 05.25.2011 | Business
Jenny Darroch

To compete in the post-recession world, marketers of big-brands will need to focus on excellent execution of brand strategy and stay focused on innovation in order to stay ahead of private labels.