It’s time for us to move beyond the purpose-driven “why” framework and other brand models that focus exclusively on the customer in a static state. A new approach, focusing on “who” the customer becomes through engaging with the brand, emphasizing…
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Adopting and developing a brand model provides structure and direction to branding activities. It ensures strategic focus, guides investment in high-impact initiatives, fosters innovation, guarantees consistency across touchpoints, enables effective measurement and evaluation, and aligns internal stakeholders. Most of all,…
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Throughout history, brand marketing has continually adapted to new technologies and shifts in consumer preferences. From simple marks of craftsmanship to complex digital campaigns, brand marketing has become a fundamental aspect of business strategy, aiming to build brand equity, loyalty,…
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In the quiet hum of a bustling coffee shop, where the aroma of freshly brewed coffee mingles with the low murmur of conversations, lies the essence of what sociologists call “The Third Place.” A concept popularized by urban sociologist Ray…
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Even though I’ve spent most of my professional career developing some pretty advanced digital marketing campaigns, I admit that I am somewhat of a Luddite. This goes back quite a while, I’m afraid to admit. I remember when USB 1.0…
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My initial stance was to be highly skeptical of using artificial intelligence (AI) in branding and marketing. The very idea of AI weaving its way into a space so profoundly reliant on human insight, emotion, and connection seemed, for lack…
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Over the past couple of years, I have witnessed the rise of a trend: the emergence of fractional marketing executives as the norm rather than the exception. These seasoned professionals offer their expertise to companies on a part-time or project…
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Brand missions articulate the purpose and intentions of a company, often focusing on what they aim to achieve for their customers, society, or the world at large. A strong brand mission goes beyond the pursuit of profit to encapsulate the…
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A significant portion of the online community, which I started to refer to as the “silent online majority,” primarily consumes content without actively engaging in creation or extensive interaction. As I have started to research this group, I started to…
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I’ve spent most of my professional career entangled in the endless loop of emails, social media notifications, and digital clutter. Like many others, my life is dominated by screens, leaving me drained and creatively stifled. In the early days of…
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