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Branding Strategy

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Derrick Daye Brad VanAuken

This blog's focus is helping organizations create brands that build and sustain trust. Branding Strategy Insid [Read More]

Categories: Marketing

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Latest Posts:

Brands And The Decline Of Influencer Trust
There's new evidence that suggests we may have passed the peak of influencer marketing. In a Winter 2017 report, Dealspotr found that a slight majority (52%) of Millennials said they trust influencers less than they used to. To be honest, I'm surpris...
Branding Strategy
Thursday, September 13, 2018

Brands Need To Adopt A Two-Way Creative Brief
Two-way conversations start with two-way briefs. Unless you want to talk to yourself. The creative brief was invented in the 1950s as a tool that acted as a contract between creative agencies and clients. But, it was also meant to be a source of dire...
Branding Strategy
Wednesday, September 12, 2018

The Rising Value Of Brand Purpose In Private Equity
Earlier this year Larry Fink, Chairman and CEO of Blackrock, published his annual letter to CEOs titled ‘A Sense of Purpose'. Mr Fink explained that it is no longer sustainable for private equity businesses to only focus on business and financial per...
Branding Strategy
Tuesday, September 11, 2018

Solving Brand Problems With Behavioral Science
One of the appealing aspects of behavioral science is that rather than being a single, over-arching theory, it's a broad collection of biases. That means it's flexible enough to be applied to the variety of problems we're trying to solve for brands. ...
Branding Strategy
Monday, September 10, 2018

Build Your Brand On Meaning, Not Marketing
To celebrate women's empowerment, department store Harvey Nichols is changing their name to Holly Nichols for the month of September. This reminds me of the stunt IHOP pulled a few months ago when they changed their name to IHOB. Only IHOP's executio...
Branding Strategy
Friday, September 7, 2018

4 Things I Learned Building The Calvin Klein Brand
For over 17 years (1999-2016) I served as the CEO of Calvin Klein and I had the distinct pleasure of being able to work with one of the world's most preeminent creative geniuses of our time, Calvin Klein, not to mention his incredible design team, sp...
Branding Strategy
Thursday, September 6, 2018

Analyzing Nike's Controversial Just Do It Campaign
Is the new Kaepernick 30th Anniversary Just Do It Campaign a smart move for the Nike brand? In this age of polarization and change, every brand owner should find Nike's decision worth analyzing. For me, it's of particular interest as I held the posit...
Branding Strategy
Wednesday, September 5, 2018

Brands And The Changing Art Of Persuasion
I recently attended a great morning session on strategy at the Young Creative Network (YCN) here in London. It included some fantastic insight from strategists who sit at different stages of their professional lives - James Lees (Sword & Stone) a...
Branding Strategy
Tuesday, September 4, 2018

The New Normal Of Retail Brand Experiences
About two years ago, the rollout of the new KPN retail brand experience began. KPN is the largest telecom and IT services provider in the Neth­erlands, employing around eighteen thousand employees and operating more than one hundred stores. The reaso...
Branding Strategy
Friday, August 31, 2018

How Higher Education Brands Can Face Disruption
Harvard University was founded in 1636 and is the oldest institution of higher learning in America. In the 382 years since, education has been practiced and perceived, more or less, in the same traditional ways…until now. Those in the business of hig...
Branding Strategy
Thursday, August 30, 2018

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