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A different perspective for all Brand Owners
I often use the term “Brand Owner” when writing my posts. I use it as a catch-all for anyone involved with the brand; Marketers, Product Developers, HR, CEOs, CFOs. Yes, anyone involved with the brand….
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Is your branding working?
Originally the purpose of a brand was quick and easy recognition. Consumers could not read, so a simple symbol represented what the tradesperson, shop or establishment did. And the name comes from similar simplified symbols…
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Why do consumers buy competitive brands when ours wins in preference testing?
You know your product is better and it always wins in blind testing, so why do consumers keep buying your competitor? The problem is that telling them or even showing consumers that your product is…
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Is your product really differentiated from the rest?
It is not enough that a shower gel cleans your skin, or a shampoo cleanses your hair. Sodas cannot just be refreshing. Air fresheners need to do more than just smell nice. They must also…
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Differentiating household and consumer pharmaceutical brands
After much research and development work you have the best moisturiser, baby product, mouthwash out there. You know that it has the ideal fragrance, texture, ingredients of any in your category. The problem is the…
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