About Doing the Greater Good vs. Self-Interest

Posted by Mitch Duckler on March 23, 2020

In times of crisis, the best brands and organizations aggressively pursue new and innovative ideas and solutions. It is an opportunity for brands to put their best foot forward, practice their highest values, and communicate with consumers in an honest and ethical way that instills trust and credibility.

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5 Noteworthy Benefits of a Simple and Clear Brand Architecture

Posted by Carolyn Crafts on March 06, 2020

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Poor Marketing Choices, Not Progress, Make Brands Indistinguishable

Posted by Mitch Duckler on February 27, 2020

Back in the “Mad Men” era of brand management, it was far simpler for brands to be distinctive and to be indispensable in customers’ eyes. For starters, there were fewer competitors, brands, and product or service offerings in most categories and industries. For that matter, there were even fewer categories and industries. To no one’s surprise, in a world with fewer alternatives, it was significantly easier for any brand to be distinctive from all others.

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Topics: Brand Strategy Consulting, Brand Differentiation, Technology

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