I once lived with brothers who had a penchant for long, involved games of Risk. They were gangly identical twins, with long torsos and even longer legs, who possessed the eerie we-used-to-be-the-same-egg familiarity of having the same physical reactions to situations. One would enter the room and observe the other. After a few minutes he would...Read more
Category Archives: Marketing Strategy
Does ‘Branding’ need a new brand strategy?
Whether you’re a mompreneur, or a multinational, brand has never been more relevant, and more misunderstood.
Branding, let’s face it is as much shield as it is strategic advance. The word can be a deft and evasive sweep over much of marketing, pr, design, and in between. You want to talk about a product’s positioning? Talk about its brand. You want to launch a fluff press release just for visibility? Write about brand. The CEO gets caught singing karaoke while bombed on Mai Tais? Spin it around the brand.