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What is Brand Architecture and Why it Matters

At its core, brand portfolio strategy determines the number of brands that a company's portfolio should contain. It explains how to deploy those brands within the business and in the market. A long-term approach to growth is provided by establishing…

The Perfect Opportunity to Rethink Your Value Proposition

By now, you probably feel like you’ve read one too many articles offering ideas and guidance on how to respond to the current pandemic. However, for your brand's long-term success, you must take some time to revisit why your value proposition—why…
What's Your WHY?

Is Your Organization Living Up to Its Brand Purpose?

In his now-famous TED Talk, Simon Sinek delivered a simple yet powerful message: start with why. Sinek says that influential leaders work with a sense of purpose from the beginning, which allows them to inspire loyal followings.  The…
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Why Do So Many Brand Extensions Fail?

One of a firm’s most valuable resources is its brand equity. Attempting to leverage this asset, an increasing number of companies are extending their brands into multiple product categories through brand extensions, trying to grow the brand beyond its core products. However, many owners of brand strategy struggle with how far they can (and should) stretch their brand’s “bounds of extendibility.”
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The “What,” “Why,” “Who,” and “How” of Brand Positioning: “The How”

As highlighted in the first of this four-part series on brand positioning strategy, the most common method for defining a brand’s promise is through a customer end benefit—the “what.”  You know your brand does this when its…

The “What,” “Why,” “How,” and “Who” of Brand Positioning: “The Who”

Many successful brands choose to channel more of their time energy into a loyal customer base. Rather than marketing the product itself, they design the brand positioning around an explicit audience. This works exceptionally well when marketing…
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