Category Archives: Brand Leadership

Activities and action that demonstrate great brand leadership

Hyperlocality & Micro marketing

The last post on what local marketers want from global marketing clearly resonated. There was some great feedback: Oscar Fernandez Gallardo said “A great brand must have a global vision of business, but act locally, because the appropriateness of this … Continue reading

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What Local Businesses Want from Global Marketing

This post was published first on Consumer Goods Club – http://www.consumergoodclub.com where I am a pro blogger. I have started a discussion called the Global Brand Project. My last post depicted the inherent conflict between global and local marketers. It … Continue reading

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Is Global Marketing the Final Frontier?

This post was first published as a part of the Global Brand Project, a discussion on global brands and marketing that I write as a pro blogger for the Consumer Goods Club (http://www.consumergoodclub.com) I want to tell you about a … Continue reading

Posted in Benefits, Brand character, Brand Leadership, Brand Loyalty, Brand positioning, Campaign strategies, Communications strategy, Global Marketing, Marketing communications, Marketing Excellence, Personal branding, Promotions, Targeting | Tagged , , , , , , , , , , , , , | Leave a comment

5 Keys to Positioning Pharmaceutical Products

With increasing regulation and restrictions on communications for pharmaceutical companies, there has never been a greater need than in the current global and local market environments to make sure your brands are competitive. Ironically, however, it looks like companies are … Continue reading

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Modern Marketing Practices

Dr Brian Monger the CEO of the MARKEting Association of ANZ posed this question: Often “Marketing” is associated only with consumer marketing tactics – especially Advertising; and other forms of Promotion and Low Pricing. How do we teach others about … Continue reading

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Brand Commitment at KLM – appears to be ‘refreshingly genuine’

It’s very easy to be cynical when a major organization announces a rebranding exercise. It appears in one case, that KLM who announced their rebranding in2008 are true believers in the power of their brand and are continue to invest … Continue reading

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Is social media killing your career brand?

There is a new dynamic in the marketing world and it’s called social media. We bombarded on a daily basis with new social technologies, applications and platforms. Just as you start to feel you are getting to grips with one … Continue reading

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Are your communications working hard enough for you?

Why is it that so many communications investments fail to deliver? We find that often it’s because the foundations for the communications are weak, using the same sort of trite category characterizations that create a world of sameness instead of … Continue reading

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