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    THE BRANDING
    AUTHORITY

    LOVE YOUR BRAND

    Recent Posts

    Is retailing as we know it dead?

    Is retailing as we know it dead?

    Free oranges from Sainsbury’s this Christmas!

    Free oranges from Sainsbury’s this Christmas!

    Consumer-first packaging:  Your brand's secret weapon. 3 Golden rules.

    Consumer-first packaging: Your brand's secret weapon. 3 Golden rules.

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    Is your start-up customer-ready?

    Is your start-up customer-ready?

    I have recently researched around 30 start-ups in the biotech space and was quite shocked with what I found. Only 3 of those companies I looked at had clearly communicated their purpose; why they were doing what they were doing; and only one really understood and demonstrated the power of branding in the business to business arena. Now, you might say, B2B doesn’t need to really understand branding as they are selling to either rational, bottom line driven clients, or in many
    What do the Burj Khalifa and strong brands have in common?

    What do the Burj Khalifa and strong brands have in common?

    We often use architectural metaphors to explain branding and marketing. We build brands, we bridge gaps and we construct plans. I have long held the belief that brands on the one hand need to be focused and true to their core benefits, but at the same time need supporting strategies to ensure the core remains solid, relevant and differentiated. I call these supporting strategies “Brand Buttressing”, and I define this as “something providing additional strengthening support t
     

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