Purpose, vision, mission? // Simply define who you are and why the world needs you
The business world has become enamored with “purpose.” Corporate boardrooms buzz with phrases like...
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Category: Identity & Branding
Agile Brand Governance // Why a traditional policing approach is no longer working today
For decades, companies approached brand management with a set-it-and-forget-it mindset. They...
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Brand vs. Demand // The End of Nudging Customers to Buy?
In the fast-evolving landscape of marketing, a silent tug-of-war has been unfolding between brand...
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The quest for purpose // More than a 21st-century mission statement?
Purpose is hot. Everyone talks about it. But is it really about something new? Something that...
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How you can give (back) meaning to your company and create an ’emotional monopoly’ in the minds of your customers
Many companies are so focused on their internal structures and processes that they sometimes...
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Why CX is the brand management of the 21st century
You may have wondered how the demands on brand management have changed in the digital age –...
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