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Branding Strategy

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals build strong brands. Search this site for thousands of thought pieces from world-renowned experts and luminaries, featuring actionable insights and a 360-degree
perspective of the rapidly evolving disciplines of brand strategy and brand management.

All Brands Are Boundless

In Nike founder Phil Knight’s book “Shoe Dog” he focuses on the deals. Factory deals, sponsorship deals, celebrity deals. It’s all about connecting superstars to superschtick. He never once talks about the cultural relevance of Nike advertising or the “Just do it” line ripped from a Clint Eastwood movie. What Knight seemingly…
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The Soft Power Of Brands

“Soft power.” It is a weird combination of ideas, right? How can a power be soft? And yet, soft power can be credited with the demolition of the Berlin Wall, the Arab Spring, and the allure that the United States still holds for many people around the world. For a business, soft power rests in its brand. That illusive, intangible something that…
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Very Busy Brands