Archive for month: April, 2021

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Brand Crisis Management

Combatting negative publicity is perhaps the most difficult brand management task of all. There is no stronger test of a...

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When to Kill the Brand and When to Reinvent

You created a new category and you are the leading brand. But that unique category of yours that grabbed so much attenti...

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Competition Is a Good Thing

Competition, believe it or not, can be good for your brand. Competition tends to broaden a category, which increases the...

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The Secret to Winning Brand Battles

How can you compete against a household-name brand like Kleenex or Q-Tip that has become a generic? You cannot. It is ne...

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