21st Century - BRANDING
One of the most successful marketers of the past fifteen years, Scott Bedbury played a key role in the rise of both Nike and StarBucks. In his insightful book. A New Brand World, he offers the following branding principles :
Relying on Brand awareness has become marketing fool’s gold – Smart brands [...]
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The first branding strategy decision is whether to develop brand name for a product. Today, branding is such a strong force that hardly anything goes unbranded. Assuming a firm decides to brand its products or services, it must then choose which brand names to use. Four [...]
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‘The erosion of mass markets and consumer trends towards customisation and personalisation is driving marketing towards an experience-based economy.’
Music is a powerful medium that can bring the emotional qualities of products and services to life and help activate a Brand promise. The beat of the music can literally connect [...]
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