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How Brands Can Squeeze More ROI From Big Data

According to a BMO Capital Markets report, marketers are spending $50 billion on Big Data and advanced analytics in hopes of improving the impact of their marketing efforts on their businesses. Social media has inundated brands with immense amounts of data, but that data in itself is not enough. Analytics from social media need to Read more

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How Video Conferencing Can Boost Your Company’s Returns

Three quarters of start-ups fail, a sobering statistic reported by The Wall Street Journal. To meet the demands of a growing business in an increasingly competitive world, your company must utilize resources efficiently. To avoid the pitfalls of not operating at full capacity, companies should invest in a secure, reliable and fast video conferencing network. Read more

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MWC 2015: Is It More of the Same or Change for the Sake of Change?

Mobile brands, including carriers and social media grandees such as Mark Zuckerberg, are in Barcelona at MWC15 to announce, prophesise, and speculate on what we as consumers will want, or think we need, in the form of mobile devices and the connected landscape. It’s true to say that we are a generation that relies on Read more

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Superbrands of UK: British Airways Ranks First as Both Consumer and Business Superbrand

Have you ever heard of superbrands? Those millennials are tough–you really need to pull their strings in order to have a proof of excellence, that is if you want their attention and money. As always, creatives do their best to think of breathtaking campaigns, but a brand really needs to distinguish itself from others to be Read more

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Growing Market Bifurcation and the Power of a Strong Marketing Supply Chain

The growing disparity in income and wealth distribution among U.S. consumers is having an effect beyond politics and news media, hitting CPG brands squarely in the supermarket shelves. As middle class America, a huge and rather ill-defined demographic, continues to erode into upper and lower tiers, CPG brands are increasingly faced with a bifurcated marketplace Read more

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8 Key Questions in Financial Branding: Branding Roundtable No. 09

If, to any degree at all, the statement “a brand is a promise” rings true with you, then you’ll know why financial brands have been is such a predicament of late. Few sectors have suffered the self-inflicted wounds of broken promises more than has the financial services realm. That’s why, in this edition of The Read more

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Why Brand Experience Matters

Most companies believe that they are delivering meaningful brand experiences for consumers. Unfortunately, most of these experiences fall short because they are not robust enough and usually lack consistency across all touchpoints. According to Gallup, customers that feel emotionally connected are more loyal to businesses than not. I am sure we can all attest to Read more

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The Future of Cigarette Branding: Controversial or Not, Who Dictates a Brand’s Fate?

Now I don’t claim to be an advocate of smoking, nor do I condone it in any circumstance, but I do believe in the freedom of choice and for individuals to make their own personal decisions. This applies to everything that is perceived or proven bad for your health, from sugar to alcohol to smoking, Read more

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Forget about Your Looks for a Second and Just Listen

If you are sitting in your workplace right now, close your eyes and just listen. What can you hear? Listen carefully. Note the sounds down. How do they make you feel? What did you hear? Sounds coming from colleagues? Customers? Machines? Faraway mumbles? The air conditioning or heating system kicking in? Or perhaps your company Read more

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The Semiotics of Brand Building

Smoke signifies fire – thus the saying ‘where there’s smoke, there’s fire.’ Similarly, facial micro expressions often manifest unseen emotions. Even words or letters, which are only sounds, carry meaning to communicate and persuade. Like signs and symbols, brands are also imaginative signposts, signifying sign-object relations and connecting specific signs to definite objects. Take for Read more

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