If we type “what is a brand” in a search engine right now, we will probably be bombarded with a number of definitions. Moreover, we won’t learn anything we didn’t already know. Brands are the essence of marketing; they are how we distinguish various products and services across many industries. But is there just one […]
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In the US alone, about 28 million small businesses are trying to draw the focus on themselves. What’s more, these businesses are not alone in their endeavour. There are medium and large businesses as well, all struggling to be more than just white noise to the average customer. So the situation is quite tricky, isn’t […]
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Great brands remain at the top because they work really hard to be and stay great. If you want to follow in their footsteps and build a brand that will last for years to come, there are several things you need to do. Becoming great isn’t the end of the line. We’re serious, it isn’t. […]
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There’s one misconception among business owners that tends to destroy their brands. Many of them believe that brand identity is all about the logo. A brand identity isn’t just that. It is visual. But it is also emotional, and it communicates just how trustworthy and relevant your brand is. A brand identity isn’t easy to […]
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If your company has a logo, that’s great. However, if you think that’s where your brand identity efforts end — you’re dreadfully mistaken. While having a logo is important, building a brand identity is so much more than that. A logo is a starting point, and by no means the finishing line. With that in […]
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When you think about successful brands, the very first thing you will remember are their logos. However, a strong brand is a lot more than the sum of its visual elements. If you manage to build a strong brand, it will be as relevant as the product you’re offering. First-time business owners frequently run into […]
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Strategic Brand Management – Meaning and Its Importance You can hear a lot of stuff around the office. Although watercooler talk isn’t what it used to be, chatter around the office can always prove insightful. Remember, it isn’t eavesdropping if you can apply it in business. So the other day, two gents from the office […]
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Markets are very dynamic, and the products are always evolving, changing, and improving. Furthermore, regulations are changing almost as fast and often as new technology is being introduced. Meanwhile, customer’s tastes, preferences, and needs are also in constant flux. On top of all that, marketing strategies have to change as well — if nothing else, […]
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Whether their hand was forced or it happened naturally, most companies want to expand and conquer the global market. However, expanding globally isn’t that easy. For starters, you have to adapt your marketing strategy for global consumption. Such adapted marketing programmes are the only way to achieve strong brand equity that knows no borders and […]
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One company isn’t necessarily just one brand. It can offer a lot of products and service under different brand names. That’s why creating the brand matrix is essential. The brand matrix allows you to see the current offer of the entire company, all brands and products included. The brand matrix includes the product line and […]
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