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It takes marketing strategy to build a strong brand and business
Marketing is about more than just marketing communications. So is brand-building. Ask any first year marketing student. So why do I keep seeing headlines like: “RIM hires new marketing chief to get new...
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TD Bank Financial Group – a strong brand because it’s strong on the inside
One week after attending the Schulich School of Business 2012 MBA Graduate Formal in March, I received a card from TD Canada Trust congratulating me on the MBA Teaching Excellence Award I had been...
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What is Personal Branding?
There is so much talk these days about the importance of branding. In fact, the concept of Personal Branding has spawned an entire industry. There are a countless number of coaches, consultants,...
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What secret distinguishes brands that are strong from those that are not?
During my career I have worked with some of the world’s best known brands—Nestlé, The Walt Disney Company and Imax Ltd., to name a few—either in the capacity of corporate marketing executive or...
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How do you talk about “your brand” in a way that everyone gets it?
One of my business clients came to me this week with a vexing problem. I have been doing some research for a presentation I have to do and it seems that every branding specialist I come across has his...
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Brand building must-reads for the New Year
Both my clients and students (MBA and EMBA Brand Management) often ask me for suggestions on the latest business and branding “must reads”. Here are four I have been recommending recently[1]: Creating...
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Rule # 2 for Global Brand Leaders: They are galvanized by purpose and beliefs
This past week I met with three founding, C-suite executives. I was called in to discuss the challenges they faced in building their company’s brand and business. The Chief Operating Officer gave an...
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Strong brands are customer-oriented NOT customer-led
In the last class of the MBA Brand Management course I teach, one of my students asked me a very simple, but provocative, question. My boss often says the customer is always right. To beat the...
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