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The #1 Thing CMOs Need to Do to Secure Their Tenure
CMOs have the shortest tenure of any position in the C-suite. What does it take to stay in the role?
B2B Brand Promise: Rational Versus Emotional
The reasons B2B buying is even more personal than B2C buying.
This Is How Shopping Has Changed with the Advent of the Internet
Build a successful brand with a solid understanding of the new path to purchase that has resulted in a fundamental shift in power from companies to consumers.
5+ Key Dimensions of a Successful Brand’s Reputation
The modern drivers of brand reputation: Learnings from the Harris Poll Reputation Quotient.
Why a Powerful Purpose Makes for an Exceptional Brand Promise
When it's compelling and genuine, "Why" can form the basis of an incredibly strong promise and a highly differentiated brand.
7 Story Archetypes Brands Can Use to Engage Their Audiences
Learn how to use the 7 basic components of all stories told today to write a story your audiences will love.
How Brand Management Has Changed in the Digital Era
Brand owners must bear in mind digitally savvy consumers have grown increasingly impatient with traditional marketing techniques and intrusive or irrelevant content and messages.
3 Components of a Strategic Digital Activation
Tips for defining a brand-inspired digital activation strategy that can become a source of competiitive advantage.