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What Leading Brand Thinkers Really Think #01: Simplicity

Welcome to the first in a series of interviews that will try to get beyond the buzzwords and spin of thought leadership and content marketing, and dig into what purport to be leading trains of thought in the branding and marketing field.   We will be interviewing notable brand practitioners, the CEOs of branding firms that Read more

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Political Branding: Branding Roundtable No. 21

There is perhaps no more dissatisfied a consumer than a voter in a democratic society.  So what is a political brand to do? We asked an international panel of political brand, marketing and campaign experts to weigh in on the state of political branding—resulting in our longest Branding Roundtable ever. Download your free ebook and Read more

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Essentials for a Branding Career: Branding Roundtable No. 20

So you want to be branding leader. What knowledge, skills and temperament do you need to succeed in a branding career? And for those already in the business, how do you build upon your experience and success to truly lead? In a field as multi-faceted and rapidly evolving as the creation and nurturing of brands, Read more

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The New Power of Brand Design: Branding Roundtable No. 19

What is design, in the context of branding?  Is it a thing you do, a way you think — or both? Graphic design has, perhaps, always been the most obvious manifestation of branding, with logos acting as the face and identifier of products and services.  But how does it relate to product design, or experiential Read more

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How to Gain and Use Brand Insights: Branding Roundtable No. 18

Brand insights. Customer insights. What’s the difference, why do they matter, and how can marketers best develop and use them? In a world awash with data, arriving at actionable insights may feel harder than ever, notwithstanding the wealth of research methodologies available to marketers.  In this month’s Branding Roundtable, we explore what works – and Read more

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What Is a Branding Agency? Branding Roundtable No. 17

The Branding Roundtable typically asks three or four branding experts from around the globe to answer 10 questions. This month, we have flipped that around, asking 10 experts from the UK, Europe and the US  just three questions: In one sentence, what is your definition of a “branding” agency, consultancy or firm, and which of Read more

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From the Land Where “Brand” Was a Dirty Word: The B2B Branding Roundtable

B2B, or business-to-business, branding and marketing once went by the decidedly unsexy moniker of “industrial marketing.”  It was a hard-nosed business of products sold on features and price, with marketers often relegated to a sales support role and “brand” considered an indulgent and irrelevant nicety better suited to B2C. No more. Today, B2B often attracts Read more

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3 Experts Answer 10 Key Questions About Destination Branding

According to a recent DMAI survey, effective branding is ranked among the top success factors for marketing a destination. In Branding Roundtable #15 we go beyond the survey numbers, talking in depth to three leading practitioners of the combined science and art of branding a place: Deana Ivey, Chief Marketing Officer at Nashville Convention & Visitors Read more

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Luxury: Branding Roundtable No. 14

In a world where chasing the luxe life seems a mass pursuit, what does it mean to be a luxury brand, and how can marketers effectively position and promote luxury products, services and experiences (the latter becoming ever more important)? We explore those questions and more with three branding experts: Tom Adams, Global Head of Strategy, FutureBrand Worldwide Erich Joachimsthaler, Read more

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Nonprofit Branding: The Branding Roundtable No. 13

When you entertain the concept of branding you may consider it to be just a business concept, the foundation for and driver of financial value creation. More and more, however, nonprofits are also seeing the benefits of disciplined brand strategy and communication – benefits far beyond  enhancing their fundraising. To explore the challenges and opportunities Read more

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