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 and Message) Strategy
In the fast-paced world of media, message 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 v. Goliath is the typical challenger stance, in reality it’s 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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