As B2B marketers, we’re always seeking examples of effective strategy—and political campaigns, with their intense focus on messaging and positioning,...
A few years ago, Domino’s aired a highly unusual campaign. It featured focus group customers absolutely trashing Domino’s pizza. People...
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Brand heresy is the practice of established brands promoting in ways that are very different from their past positioning. For example, when an airline advises "think twice before your book a flight" something strange is going on! Mary, Sean and Tom share examples of brand heresy, and discuss if and when a strategist should commit it.
How to Boost Growth Without Spending Any More On Marketing Take a look at Interbrand’s most valuable global brands of...
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