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Category: Brand

Big Brands And Political Activism

Big Brands And Political Activism: What Do Marketers Think? Brand political activism feels fresh and new in an era of pervasive social media and a president who never tires of Twitter. Companies that decades ago would have maintained a studied silence are now weighing in hard on issues ranging from gun violence to immigration and…

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AI | Brands, Consumers

Artificial Intelligence: The Gatekeeper Between Brands And Consumers As virtual assistants get to know their owners better than they know themselves, they will be able to not only make product recommendations but carry them out without asking their owners. For example, within the next few years, a virtual assistant will know its owner’s lifestyle Read…

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Essential Branding Lessons

3 Essential Branding Lessons From A Rare Steve Jobs Interview I asked Paul Rand if he would come up with a few options, and he said, “No, I will solve your problem for you and you will pay me. And you don’t have to use the solution! If you want options, go talk to other…

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Differentiate Your Brand

Brands across the globe and in virtually every industry are suffering from a crisis of differentiation. It seems every time one company discovers something that works well, others race to copy the idea. The primary reason for this: Companies have forgotten how (and why) they need to differentiate their brands. To be fair, the importance of differentiation…

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