marketing

Stop Branding by Committee | Angel Howansky

Stop Branding by Committee | Angel Howansky

It has always amazed me that when people hire a doctor or lawyer, for example, the patient or client rarely tells them what to do. They pay for their experience and knowledge. I never ask my accountant to fix my car or suggest to an architect how to improve the structure of a new building […]

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“Disruptive Marketing” Strategy | Michael Deitsch

“Disruptive Marketing” Strategy | Michael Deitsch

The term "Disruptive Marketing" is rather new. The practice has been around for many years. Like brand positioning, image development and corporate identity, they are all labels marketers use to put marketing strategies into their own categories. They are all about how companies attract new customers to their products or services. However, times have changed. […]

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The Branding Mix

The Branding Mix

Branding is a lot like cooking or baking a cake. Each dish is a different recipe but many of them use similar ingredients; only in different proportions. First let's clarify the basic terminology. Everything we do to brand a celebrity, event or even a product is marketing using the branding mix. All marketing is not […]

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