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Brand Education

Are You Shocked by Poor Brand Recognition?

Good brand recognition translates right down to the bottom line. What Is Brand Recognition? Brand Recognition is a measure of how well customers can identify a particular brand against other brands in their category. Visual and verbal expression contribute to

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Brand Education

Confused About Brand?

Looking for a Good Brand Definition? Everyone Has a Point of View Every marketing agency, branding firm, and industry expert has its own brand definition. It’s not surprising, then, that there’s confusion. There’s more agreement on what a brand is

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Brand Management

How to Kick Off Your Branding Project

10 topics your branding consultant should cover to get your project rolling You should expect that your brand consultant will kick off your branding project by asking some foundational questions about the past, present, and future of your brand. These

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Brand Strategy

The Value Proposition Misunderstood

The 4 things a value proposition needs to do. Why is the value proposition so misunderstood? Maybe it’s because it is often confused with the most current campaign slogan. Or because it’s seen as the latest “get-more-for less” promotion. The

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what is brand acuity?
Brand Insights

What is Brand Acuity?

The answer is pretty simple – it’s clarity. It is when all of the facets of the brand come into clear focus in what defines it, expresses it, and what constitutes the experience that is unique to it. It all

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know what your brand stands for
Brand Strategy

Do You Know What Your Brand Stands For?

Interestingly there is seldom consensus among leadership on what their brand stands for. One of the first questions that we ask clients is what they believe their brand stands for. Without exception, we get as many different responses as the

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vision versus mission
Brand Strategy

Vision Versus Mission

Understanding How Brand Works The cornerstones of most organizations are their Vision and Mission statements. Not everyone agrees, however, on what the difference is between them. Which is more foundational? Is it necessary to have both rather than just one?

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eight tips for core values
Brand Strategy

8 Tips for Core Values

Honesty is not a Core Value, but it could certainly be part of a larger set of Universal Values. Innovation is not a Core Value, although it might be part of an Industry set of values where innovative thinking is critical to

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