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Richer consumer insights via ethnography & anthropology

In today’s hyper competitive consumer goods, healthcare and service industries, achieving meaningful product differentiation has become quite difficult.  Part of the challenge is in gaining a thorough...

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Social media is dead…long live social media

Over the past year, a number of much-heralded social media campaigns have floundered failing to deliver the desired results.  To wit: Despite a variety of Facebook and viral marketing campaigns that...

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Brand building without marketing

Companies who think that a strong brand can only be developed through marketing are missing out on other ways to improve their image.   While marketing is vital, we take the view that the brand is...

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The power of underdog brands

Increasingly, many firms are looking to connect to their consumer’s heartstrings by repositioning their brands as underdogs.  Although this strategy has been employed many times, there had been no...

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Lady Gaga, social media queen

The inspiration for this week’s column comes from my daughter.  I was musing out loud about what to write in an upcoming column. While dancing to a YouTube video, she said, “Dad, why don’t you write...

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Guaranteeing integrated marketing

Many marketing departments resemble the Tower of Babel:  disparate teams, speaking different languages, working at cross paths and often not getting along.  In business parlance, this is called an...

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5 steps to rebrand your business

The successful rebranding and strategic pivot of Tangerine, formerly ING Direct, was the product of strategic insight, thorough analytics and diligent planning. Just as critical was the firm’s ability...

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Unbrand to stand out in the market

For organizations hoping to grow, the mantra is often: faster, better, cheaper. But is this an effective way to build and sustain a brand in an age of consumer skepticism, marketing noise, economic...

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