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Branding

The mechanics of neurobranding: Brand strategy that starts in the feels

Brandingmag
|
Branding
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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Branding
“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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Branding
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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Branding
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...

How to develop brand positioning strategies

Motto
|
Branding
Brand positioning is the strategic discipline of defining what a brand means, who it matters to, and why it exists in the market, ultimately shaping its market position. It shapes how customers percei...
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