The best way to define a sustainable brand is to explain what a non-sustainable brand is. What is not sustainable is for a company to think it can maintain a brand through advertising when it fails to deliver on its brand promise—not just through its core product but through every customer touch point. Unfortunately, too [...]
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Posts Tagged ‘Advertising’
How to Build a Sustainable Brand
Monday, October 5th, 20095 Biggest Branding Mistakes
Thursday, July 23rd, 20091) Branding without positioning. That’s like building a house without a foundation. Positioning makes clear your target audience, category, value proposition and differentiation. Without it, your brand will have no rational support—no reason for being. 2) Branding without a strategy. That’s like building a house without an idea of whether it is the Taj Mahal [...]
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