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Brand Identity

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Using Brand Personality to Delight Customers

If customer retention is largely the result of emotional connections, then why don’t more brands amplify the flavor in their communication touchpoints?

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Precedents for Unprecedented Times: Brands Pivot for Relevant Marketing

How to be responsive to your customers’ needs and concerns and maintain a strong relationship with them during COVID-19

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Personal Branding: The Dangers Marketers Must Avoid

Personal branding is a double-edged sword. Leaders must be able to practice self-management to avoid placing the corporate brand in an awkward position

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Personal Branding: The Marketing Benefits of Authentic Leaders

When leaders of digital start-ups embrace their role as public figures, it can lend more authenticity to the brand than any marketing campaign

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Aristotle the Marketer: What Historical Figures Teach Us About Marketing

Content marketers can learn a great deal from historical personalities like Aristotle or President Lincoln

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5 Critical Steps to Rebranding

Rebranding can enable more effective value communication to your target audience. But it must be done strategically to pay off

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The Blind Leading the Brand: Identifying Gaps in Modern MarTech

Marketing technology has advanced in leaps and bounds, but it’s not without limitations. What are the most common examples, and can we even address them?

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Realtime Comeback: When Paddy Power Nutmegged Adidas

The sports giant called up soccer legend Kaká to lead a new unique campaign. The funny folks at Paddy Power didn't miss the chance it presented

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How Influencers Reshape Marketing Strategy

Influencer marketing has already evolved and will continue to do so. Make sure your brand is in gear

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The Secret to a Successful Relationship is Simple: Be Honest

Business relationships work the same as real life relationships. Find out why

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4 Brands That Successfully Used Word-of-Mouth Marketing

Word-of-mouth marketing gets customers talking about your brand at no cost. Here’s a run-down of some brands that mastered the art of it

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