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Brands Need Meaning To Revive, Expand Or Disrupt
22 April 2019 | 7:10 am

Last month, we established that consumers do not care about (most) brands. Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest. Today, we will look at brands that rely on meaning to grow and differentiate. I also share some important guidelines on how […]

Marketing For Agency Strategists
18 April 2019 | 7:10 am

Curiously, many people find their way to advertising agencies or in-house marketing departments at major brands without being educated or trained in the basics of marketing. And inside agencies, even more curiously, there is no additional training in marketing beyond the on the job variety. Which is a wonderful way to ensure that you will […]

The Media Supply Chain Every Brand Needs
16 April 2019 | 7:10 am

Last week in Florida, Mark Pritchard, Procter and Gamble‘s Chief Brand Officer, told an audience at the Association of National Advertisers (ANA) that advertisers need to support a digital ecosystem that prioritizes quality, civility, transparency, privacy and control. A few years ago, Pritchard made headlines when P&G and Unilever announced dramatic cuts on digital ad […]

How Is The Term Brand Defined?
11 April 2019 | 7:10 am

We use the term “brand” with such frequency, such alacrity, and such assurance, you’d almost think we know what it means. So what does brand mean? Fact is, we use “brand” to mean many things. Many different things. So I thought I’d start a glossary of the different meanings of the term brand. Please feel […]

Infusing Empathy In Survey-Based Market Research
10 April 2019 | 7:10 am

Surveys are perhaps the most popular data collection tool available to marketers. Even in the age of big data, they’ve stood the test of time and have a respectable share of users today. Surveys are relatively inexpensive to administer due to the proliferation of panels and survey platforms. Researchers prefer them because they are quick […]


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