How to effectively transition brand equity when retiring a brand We were recently asked how best to handle the brand...
When a Masterbranded Corporation Acquires a Strong Product Brand
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Strategy
The Brand Optimization Checklist
Looking for a Brand Optimization Checklist? Every so often, it can be useful to step back and evaluate how well your...
Five Psycho-Sensory Brand-Building Tools
Psycho-Sensory Brand-Building Tools Psycho-sensory brand-building tools are an essential element in determining the...
Restocking Stock: How Getty is diversifying what “female” looks like
Feminism may be having a promising moment in our culture – with the continued rise of #metoo, more diversity on our...
When Even Deep Pockets Fail To Ensure Brand Success
The Story of Fresh & Easy Ever wonder what happened to the Fresh & Easy brand of food stores? I remember how...
How to Breathe New Life Into Your Brand
Reinvigorating Your Brand in 4 Steps Why Brands Slip into Irrelevance Do you need to breathe new life into your brand?...
Can Campaign Design Win An Election?
If you look at presidential campaign designs across the last 20 years, you will find a monotonous mess of serif fonts...
The Power of Sensory Positioning for Clinical Trial Communications
It's been widely acknowledged that patient recruitment and retention are the two most challenging aspects in...
How Smart Branding and Marketing Can Make Clinical Trial Recruitment More Effective and Efficient
The statistics on clinical trial recruitment are jarring. Although the majority (75%) of people say they're willing to...