Brand Strategy Articles

What’s Involved in a Brand Review?

Brand audit. Brand analysis. Brand review. The terms differ but the objective is the same: To get a clear picture of where your company’s brand is today—and how it stacks up to where you want your business to be. When to Consider a Brand Review There are as many reasons for a brand review as there are brands themselves....
Use Brand Touchpoints to Stay on Course

Use Brand Touchpoints to Stay on Course

Only a very small fraction of what is said about a brand comes from the brand itself. The rest comes via word of mouth from customers, prospects and the world at large—i.e., anyone who has ever interacted with one of the brand’s many touchpoints. If you haven't...

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