Articles and Summaries I’ve Penned

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Essentials of Effective Brand Strategy

Brand strategy is a plan used by an organization to articulate how it aims to be perceived. More than a logo or tagline …

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Essentials of Effective Advertising (aka Creative / Message) Strategy

In the fast-paced world of media, strategy is a cornerstone of communications effectiveness. It bridges …

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Essentials of Effective Content Marketing

Content marketing is a valuable tool with which to engage and connect with an audience …

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10 Keys to More Effective Qualitative Research

Qualitative research can be a bit of a minefield. Client, agency and even moderators can have …

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How to Identify and Strengthen Your Challenger Brand

Although David vs. Goliath has been the archetypal challenger stance, in reality it is the most unusual …

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Using Customer Empathy to Innovate & Win

Created by Harvard Business School professor and disruptive innovator Clayton Christensen, the JTBD …

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The Modern CMO Challenge

Profitable brand, customer, sales and revenue growth are more challenging than ever. The media and …

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The Power of Story for Brands

I was drawn to content, marketing & communications by dramatic storytelling, graphic imagery …

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How Leading CPG's Are Growing: Four Practical Levers for Growth

While CPGs’ market positions vary, there is a common thread among the leaders: they …

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Building Company Culture: Do Vision, Purpose & Values Matter?

In their now famous article for the Harvard Business Review, James Collins and Jerry Porras wrote …

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