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Marketing and Branding – What is the Difference?
Read more: Marketing and Branding – What is the Difference?The relationship between marketing and branding is not as complex as some may think. In fact, the two work hand in hand, and one without the other can leave you without a clear strategy. Understanding how marketing and branding differ can better position you to: Firstly, what is marketing? The Chartered Institute of Marketing (CIM)…
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What is Brand Stretch and Brand Extension?
Read more: What is Brand Stretch and Brand Extension?The most successful brands never stand still. Innovation is today’s currency and all brands have to find ways to maintain the purity of their unique essence, whilst also expanding the basket of products that they have to sell. Two key ways that they can achieve this are through brand stretch and brand extension. This piece…
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House of Brands or a Branded House?
Read more: House of Brands or a Branded House?If the terms ‘House of Brands’ and ‘Branded House’ are not familiar to you, this piece is designed to help you to understand how these two branding concepts may be of value to your business as it develops, meets challenges and takes advantage of opportunities. The outward facing and corporate difference between the two is…
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Why is brand development important for your business?
Read more: Why is brand development important for your business?It’s possible to brand virtually anything, from people to companies, products to services. Brand development is a process with several steps, with the main aim being the building of brand equity for your customers or clients. It involves far more than simply designing a new logo and using it in all your marketing collateral to…
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Brand Architecture & Business Growth
Read more: Brand Architecture & Business GrowthWhen the discussion turns to brand architecture, and the strategy behind a brand’s development, some organisations shy away, claiming “well that definitely doesn’t apply to my business!” All too often we look at brands and brand families as just big, corporate organisations whose multiple assets dominate the market. However, understanding how each area of your…
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What Makes Your Brand a Success?
Read more: What Makes Your Brand a Success?Your business is a brand. And your brand identity comes from the heart of your organisation. Before you can work to make your brand more successful, you need to have a good understanding of your brand. What is a brand? Brands are as unique as individuals, with similarly complex personalities. It helps to consider a…