One of the most common branding errors occurs right at the beginning of the process.
The opportunity to tailor a new brand to succeed in competitive markets is perhaps the single most important opportunity that a nascent...
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Pepsi’s disappointing new slogan says a lot about its brand strategy and its imagination, as well as
There’s so much to be disappointed about Pepsi’s new ‘slogan’ announcement, that it’s hard to know where to start. After two decades,...
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A few simple ways to improve your brand’s website’s traffic without spending a fortune
There are approximately 1.5 billion websites on-line in the world today, of which over 200 million are actively maintained. And every...
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What’s the difference between brand ‘differentiation’ and ‘distinctiveness’? And does it really matt
For decades differentiation has been the touchtone of brand positioning. Together with relevance, the two attributes have traditionally...
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How Covid19 has underscored the failures of Effective Risk Management (ERM)
The COVID 19 pandemic has highlighted a serious failure in risk management: A lack of ‘out-of-the-box’ thinking and anticipation in ‘what...
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“Everyone has a plan until they get punched in the face” – Mike Tyson
How is your 2020 plan going? As Mike Tyson famously said, “Everyone has a plan until they get punched in the face”. Over the last decade,...
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