Tag: Brand Building
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Brand Building Isn’t Dead. It’s More Important Than Ever.
An email about an upcoming marketing conference landed in my inbox. One line stopped me cold: They said… “𝘎𝘰𝘯𝘦 𝘢𝘳𝘦 𝘵𝘩𝘦 𝘥𝘢𝘺𝘴 𝘰𝘧 𝘣𝘳𝘢𝘯𝘥-𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘦𝘴 𝘥𝘦𝘴𝘪𝘨𝘯𝘦𝘥 𝘵𝘰 𝘤𝘳𝘦𝘢𝘵𝘦 𝘭𝘪𝘧𝘦𝘭𝘰𝘯𝘨 𝘭𝘰𝘺𝘢𝘭𝘵𝘺.” Wow! Let’s be clear, that is completely wrong! The idea that brand building is outdated or obsolete doesn’t line up with the evidence, or with…
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CMOs and Insights Professionals, you’re killing your brand growth. Here’s how it happened…
Many Years ago, before the internet, brands focused on building strong foundations. We did concept testing to find the “big ideas” and copy testing, to build awareness, preference, and emotional connections with audiences. We took our time. Advertising was slower, but it was effective. Brands grew, and everyone was happy. Then came the internet. Suddenly,…