Archive for month: March, 2021

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Predicting the Future: It’s About the Category

To build a new brand, you must overcome the logical notion of serving a market. Focus on creating a market. New branding...

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Dazzle Your Stakeholders: Presentations to Investors and Buyers

Every presentation you do, whether it’s directed to investors or buyers, should aim for the mind, heart and gut. How do ...

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Stick to the Rules: Brand Guidelines

Would Barbie still seem like Barbie if someone decided that Barbie pink should be brown? Make Coke blue, and it turns it...

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Auditing Your Brand

Hire a policeman. Every brand needs a brand manager who will police the brand on an ongoing to ensure that the brand sta...

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Expand Your Customer Core

Thorough, accurate customer profiling will help you uncover innovative new ways to expand your core customer base and re...

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