Brand Strategy: The Resurgence of Corporate Brand-Building

Posted by Carolyn Crafts on November 13, 2020

The importance of the corporate brand has become increasingly evident in the world of advertising. According to Kantar Media, corporate brand advertising rose 17 percent in 2012 when compared with the previous year, even though total ad spending rose just 3 percent.

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Topics: Brand Strategy, Corporate Branding, Branding

5 Benefits of Building and Maintaining A Strong Corporate Brand

Posted by Carolyn Crafts on February 17, 2020

Companies can no longer rely on product/service differentiation strategies as their mainstay for a sustainable competitive advantage. This is due in part to the increasing sophistication of consumers who now take into consideration the social, environmental, and ethical make-up of the goods and services they select both as individuals and as corporations. 

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Topics: B2B Brand Strategy, Corporate Branding

Leverage Your Corporate Brand to Communicate Brand Purpose

Posted by Natalie Ross on December 05, 2019


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Topics: Brand Purpose, Corporate Branding

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