Brands can be important visual and social symbols, and consumer goods can signal membership to specific societal...
Complementarity Product Sets: The Importance of Starter Pack Memes and Social Identities
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Strategy
Special Considerations for Brand-Building in the Cannabis Market
Let’s start with what most pundits agree on: 1) The worldwide cannabis market opportunity is huge; 2) the market...
Brand-Building in the Burgeoning Cannabis Market
A Six Degrees View Creative brand-building efforts in the cannabis market will grow exponentially over the next decade...
The Most Fundamental Mistake Brands Make
What Makes You Different? The following cases are based on real meetings over the past few years and illustrate what I...
Sell It … or Set It on Fire?
When Protecting Brand Value Leads to Incineration If you think that all unsold clothes, handbags, perfume and...
3 Tips to Combat the Decline of Organic Reach
In today’s world, a social media presence is not just recommended, it’s a necessity. Social media is the new way that...
How to Brand a Clinical Trial
So You Want to Learn About Clinical Trial Branding? Clinical trials, like anything else, can be “branded.” But what we...
Burger Backlash: Why People Were So Upset With IHOb
If you have an Internet connection, it is virtually impossible that you missed last week’s latest brand-related...
Goal Gradient Effect
People tend to exert more effort as they get closer to achieving their goals. Watch our...