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Each year Interbrand, Forbes and Brand Finance publish a list of the strongest brands in the world. Although never in quite the same order the same brands pop up in the top ten of all three lists - Apple, Google, Coca Cola, Amazon, Disney. They are brands that have lived by the four principles of br...

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In previous blogs I’ve been exploring how far the relationship between brands and their customers has evolved over the last three decades. In doing so I’ve drawn on my experience of living through an era that has witnessed the greatest change in brand management we have ever seen. When I started my...

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Last week I considered how difficult it has become to build a brand by creating a unique product or a differentiated positioning. The holy grail of product superiority has been made even more elusive by globalised manufacturing processes that bring products to market more swiftly; and the heyday of...

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In the past 30 years we have seen a seismic shift in the way brands build lasting relationships with their customers. Jerome McCarthy’s marketing mix of Product, Promotion, Price, and Place has been undermined by technological advances to the point where it has had to be expanded to 7 Ps. Today’s co...

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“Never make predictions; especially about the future”

Casey Stengel, one-time manager of the New York Yankees baseball team offered many a wise word including this judgement on predicting the future. But we are all creatures of habit, particularly in the world of business; and so, at the start of...

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