Brand Strategy Articles

Brand Loyalty is Dead. Will Brand Connections Replace It?

For companies accustomed to the old ideas of winning a customer’s brand loyalty and then forgetting about it, the last several years have been disruptive to say the least. All around us, societal shifts are dramatically altering the way we live and work. At the heart of these societal shifts is change. As consumers, we...

Is “Anything Goes” a Way to Approach Brand Strategy?

Dec 8, 2015 | Brand Strategy

When you hear brand strategy you probably think of the calculated steps that a company takes to build a strong...

Simplify the Brand Experience to Boost Loyalty, Referrals and Sales

Jan 28, 2015 | Brand Strategy

A simple brand experience pays off. That’s the conclusion of the 2014 Siegel+Gale Global Brand Simplicity Index, an...

Use Brand Touchpoints to Stay on Course

Jan 13, 2015 | Brand Strategy

Only a very small fraction of what is said about a brand comes from the brand itself. The rest comes via word of mouth...

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