Branding
Building a brand that fuels growth and strengthens culture at the executive level
Motto
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When vision at the top splinters, growth strategy loses focus, decisions drag, and culture weakens. The cracks start in the boardroom, but the damage ripples across your teams, customers, and investor...
The mechanics of neurobranding: Brand strategy that starts in the feels
Brandingmag
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I have more Apple boxes in my garage than I have Apple products in my office. This is a little embarrassing to admit, but I can’t get myself to throw them away. Those pristine white boxes with their p...
Van Leeuwen and the art of not advertising
Embedded Brand Strategy
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“We don’t advertise” is a common refrain I see in founder stories. It’s usually a way to communicate product quality. Our product is so good we didn’t have to advertise. Ads are expensive. So not adve...
Three marketing bottlenecks that keep B2B brands stuck (and their symptoms)
Frontera
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Three marketing bottlenecks keep B2B brands stuck at a certain revenue level: Wrong Positioning, Ineffective Messaging, Weak Distribution. These problems keep the business from growing to its next sta...
Organizing brand idea: Describe your brand in 7 seconds
Beloved Brands
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Everyone seems to call the short-form description of a brand by different names; brand DNA, big idea, brand essence or shout from the mountain. I keep it simple by calling it the organizing brand idea...