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Top 10 Brand Strategy Articles of 2016

Top 10 Brand Strategy Articles of 2016

Top Brand Strategy Articles of 2016 In 2016, we created a lot of content meant to help you position your brand and business to thrive. These are the buzz-worthy posts that resonated the most this year. Enjoy our top 10 brand strategy articles. The Role of Company Culture in Business Success What is a Brand Promise and Why Do You Need One? Brand and Marketing? What’s the Difference? Brand Narrative is a Necessary Part of Brand Strategy Defining What a Brand Is: Why Is It So Hard? HR and Marketing: Building Your Employer Brand Together Investing in Brand Strategy...
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Brand Positioning: Why Now?

Brand Positioning: Why Now?

Reasons to Invest in Brand Positioning There are many reasons why a brand might need to invest in brand positioning. In our work, we see businesses thinking about repositioning for many reasons. Sales might be declining. Your target audience may have shifted. You may have realized you’re targeting the wrong people. Your product roadmap has evolved. Competitors may have entered your space and you can’t seem to differentiate your value. Maybe, customers even perceive your brand as outdated or irrelevant. Over the past few years, we’ve seen a number of ecosystems overcrowding. As a result, it’s almost impossible to...
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Why Bring in an Outside Branding Agency?

Why Bring in an Outside Branding Agency?

In-House Mentality The age old question of determining if you need to bring in an external branding agency is still relevant today. Whether it’s because of tight budgets, a hesitation about letting outsiders inside your business, or a general ‘we can just do it ourselves’ mentality, many companies look internally to tackle even their largest branding projects. But whether it’s a repositioning, a new visual identity, or an all-around brand turnaround, this might be a mistake for businesses who really want to position themselves to thrive in a fast-paced, highly-competitive market. What Value Can a Branding Agency Bring? There...
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Readying Your Marketing Budget for 2017

Readying Your Marketing Budget for 2017

Now is the time where being strategic about your marketing budget for 2017 is critical. For most companies Q4 is a time of strategic planning and budget planning for the upcoming year. Questions You Want to be Asking It’s important for businesses to start the new year with a strategic framework that sets them up for success. Look beyond your marketing department for alignment within the rest of your organization to help refine and define your marketing objectives for planning purposes. What are the strategic initiatives for your business? What are your top marketing priorities from these strategic initiatives? What...
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If Grandma Could Do It, Why Can’t The CMO?

If Grandma Could Do It, Why Can’t The CMO?

My grandmother used to tell stories to the kids in my neighborhood. She would gather us around, get this far-away look on her face, and start in on a tale of some kids in the woods or a rabbit in the meadow or whatever. They would always be just as long as they needed to be, no longer. We would hang on her every word. Once I asked her to retell a certain story we had heard from her years before, and she agreed. But as she told the story, it kept taking twists and turns I did not...
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