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As the Brand Turns

When I spoke to a group of advertisers last Wednesday, there were a few stalwarts who wouldn't have anything to do with my premise that the traditional model of branding is broken. The next day,...

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P&G’s Strategic Review of Brands Isn’t Really Strategic

The Wall Street Journal today reported that Procter & Gamble’s new CEO, Robert McDonald, had put a number of brands on notice that they had to improve results or risk being sold off.read more

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Balancing Luxury, Tiffany Style

Luxury brands face a difficult challenge: they must be exclusive, and usually expensive, to maintain their elite status. At the same time, a brand that has extremely limited distribution may not be...

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Brand Platforms Are like Political Ones

Earlier this week I posted some key takeaways from the keynote speakers and panelists at the Southern California Business Growth Conference. As a panelist on the marketing track, one of the things I...

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Chauncey Zalkin

Chauncey Zalkin is a freelance writer, brand strategist, and longtime trends and insights expert, currently based in Barcelona.read more

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Could Pabst Be Too Cool?

Pabst Blue Ribbon ("PBR") is a 100 year old+ beer brand and one of 25 labels just bought by an investor renowned for his ability to make old brands profitable again. I want to give him the benefit of...

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Ingmar de Lange

Ingmar de Lange understands how brands can stay ahead of the curve. He is well experienced with marketing techniques needed for contemporary domains, such as social media, brand utilities and product...

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The Joy Luck Club Method to Brand Strategy

I’ve finally gotten around to reading “The Opposite of Fate:  A Book of Musings,” a book released quite a while ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen...

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Why Not Operationalize Brands? Part 2

In a postearlier this week, I started to address why some companies don’t operationalize their brands. I suggested that there are 3 kinds of business leaders who fail to leverage the full potential of...

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Museums: The Past As Prologue

Chicago's Museum of Science+Industry (“MSI") is running a contest to pick somebody who'll literally live inside the place for a month later this year, in hopes that the winner will help promote it to...

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Walter Dermul

Walter Dermul is an independent brand strategy consultant who strongly believes in integrated,  holistic marcom. Due to his training as a psychologist, he has been constantly preoccupied not only by...

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Creating Loyal and Motivated Customers through Brand and Design Strategy

Customer retention comes down to one simple thing: Having a good reason to stick around. In this presentation for the banking / finance industry I argue how brand and design strategy is not only...

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Innovation Strategy as Brand Strategy

Brand strategy is changing: From creating a unique story around a generic experience to designing a unique experience that tells its own story.In a recent panel featuring four of Norway’s most...

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Marmite vs Oxo: A Tale of Two Brands

Why do some brands make it into your basket while others stay on the shelf? What makes us want to buy one and not the other? Is it solely their inherent quality or is there something else at stake? A...

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The Next Wave: Brand-Led Sustainability Strategy

Review just about any public company’s sustainability report and chances are, you won’t see a mention of how sustainability extends to the brand level. With some exceptions like Marks & Spencer,...

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