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Could Your Company Benefit from Strategic Marketing Consulting?
Not every company needs help with their strategic marketing. Your company may have certain characteristics that simply require an occasional...
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Can You Profit from Making Fun of Your Own Brand?
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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How Effectively Using Values Makes Your Marketing More Powerful
When you think of values, at least in a marketing context, it is easy to be cynical and think of...
Webinar
How To Optimize Your Brand Portfolio
If you are wondering if your company has too many brands–you probably do! It’s extremely difficult to part with and...
Podcast
When Should You Commit Brand Heresy?
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.
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What’s Love Got To Do With B2B Success?
Our Study of Top B2B Brand Positions Reveals A Secret To Their Dominance The image of B2B customers as cold,...
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The Overlooked Secret to Organic B-to-B Growth
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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How a Poor Slogan Guaranteed a Jeb! Catastrophe
Trump’s Success Is Built On an Incredibly Effective, Emotionally-Based Position (Originally Published on Linkedin March 1, 2016) Our policy is...
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How to Become a Fountain of Knowledge in Your Industry
Why BtoB Marketers Must Learn to Create and Curate Content Content Marketing – the creation and sharing of media and...