Tag: Brand Management

Transparency Matters

Transparency can mean many things. A business may reveal their products’ supply chain, employees’ salaries, environmental impact reports, or the reasoning behind certain ingredients and charges. These disclosures have become crucial elements for consumer...

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Signature Stories

Story telling has become an important element of branding a business and promoting products/services. These stories are often aligned with the firm’s mission and vision statements and therefore create the foundation for external, but also internal, communications. The...

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Brand Architecture

An organization's brand architecture matters. It organizes the relationship between main and sub-brands and determines the perception and reputation of each product and service provided. Let's take Audi, Bugatti, Porsche and Lamborghini. There is no doubt these brands...

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