New Rules to build a brand today
The multiplicity of supports and touchpoints grew exponentially, are very atomized, therefore the big change in the brand-consumer...
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Branders Magazine
Sep 25, 20193 min read
Standout Branding and Packaging Entices Free-From Customers
With the free-from sector booming, and with more food products competing in this space, outstanding packaging design is key in attracting...
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Branders Magazine
Sep 23, 20192 min read
Seconds to Seduce You: Brand Disruption
The corner of 35th and Fashion Avenue is one of the busiest in New York City. Hundreds of thousands of people make their way across the...
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Branders Magazine
Sep 23, 20191 min read
Will your Rebrand be Evolutionary or Revolutionary?
Companies, big and small, are rebranding at an unprecedented frequency fueled by an increased understanding of the revenue-generating...
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Branders Magazine
Sep 23, 20191 min read
Brand Innovation
The age of disruptive brands. Purpose, Agile Strategies, and Radical Differentiation. Since 1998 I have been studying, writing and giving...
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Branders Magazine
Sep 23, 20191 min read
The power of unique differentiators
Why are you different? For brands to be relevant they need to innovate and create experiences customers crave. These not only need to be...
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Branders Magazine
Sep 23, 20192 min read
A tiny weapon of mass disruption
bitts™ is David to Oral Care’s Goliaths -- Brand is their slingshot. A Bold Vision for a Better Solution to a Big Problem. Oral care...
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Branders Magazine
Sep 23, 20192 min read
Place Branding: from advertising campaigns to public space experience.
It is not uncommon to find different definitions of branding, some more correct than others. This is the onus of becoming a fashionable...
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Branders Magazine
Sep 23, 20191 min read
You don't believe in branding?
If you don’t believe in the power of good branding, you probably don’t know what it is. I often come across skepticism of how essential a...
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Branders Magazine
Sep 23, 20192 min read
Dealing with Disruption? Engage Your Team!
Disruption is one of those buzzwords that we are fixating on. And inevitably, whenever the conversation transitions to disruption it gets...
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Branders Magazine
Sep 23, 20191 min read
Disruption by design
A new generation of disruptive brands are different these are based on good design at all levels. Disruptive brands change the world we...
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Branders Magazine
Sep 23, 20191 min read
AI²: How AI Can Successfully Accelerate Brand Innovation
To many companies, innovation is an event—big, disruptive, and (above all) expensive. But it doesn’t have to be. In today’s fast-moving,...
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Branders Magazine
Sep 23, 20192 min read
Pedigree: Internal Disruption Drives External Success
When you think of dog food, Pedigree most likely jumps to mind. And, for good reason. With more than a billion dollars in sales every...
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Branders Magazine
Sep 18, 20193 min read
LEGO is inspiring kids to Rebuild The World
The LEGO Group and musician Mark Ronson launch Rebuild The World, a campaign to help nurture the creative skills of the next generation....
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Branders Magazine
Sep 10, 20193 min read
3 Steps to Grow Your Brand (and Generate Tons of Sales Leads)
There’s one simple and singular reason why you should care about branding: sales. A strong brand is the fastest and most effective way to...
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Branders Magazine
Jul 31, 20191 min read
The Desire to Empower Humans to Flourish
Interview with Christopher Gavigan | Purpose-driven entrepreneur, author, plant-based chocolate lover, environmental health...
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Branders Magazine
Jul 24, 20192 min read
Alexa, do you act with conscience?
The age of big data analytics and artificial intelligence poses a host of new questions about how brands using these technologies engage...
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Branders Magazine
Jul 24, 20191 min read
The Red Queen and the conscious consumer
“It takes all the running you can do, to keep in the same place.” – Lewis Carroll The faster brands adapt their products and services to...
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Branders Magazine
Jul 24, 20191 min read
Big Tech is not your friend
When the author was a young man, those a generation older told him that his demographic could effect positive change. Yet here we are,...
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Branders Magazine
Jul 24, 20192 min read
Co-creating brands with a purpose
In 2017, Pepsi aired an advertisement featuring the celebrity endorser Kendall Jenner. Tapping into the zeitgeist of political...
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