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The surface of brand cosmetics

The surface of brand cosmetics

The most effective brands are designed to perform. They are optimized to gain their audience's attention, stand out from their competition, deliver a compelling reason to engage, and cultivate customer loyalty. Too often these goals are approached by touting superior...

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Your true competition

Your true competition

  There is a lot of focus on the customer persona, the target audience, the avatar. And while this is important, I don't see much attention being paid to the competition. In a world of noise, what gets noticed is the different. And being different depends on a...

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The weakest link

The weakest link

In over 20 years of working with brands in a wide range of industries, I have seen the same mistake repeated over and over. It doesn't seem to matter whether it's a multi-national organization with a full brand marketing team or a local entrepreneurial enterprise....

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