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How to Craft a Brand Story
I once went to a speech given by the then-CEO of P&G, and he said something that I knew instinctively was true, and I’ve followed his advice ever since: Every brand has a story, and it’s your...
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Consumer Research: Finding Your Customers
At Confluence Digital, our client relationships usually begin with what we call the Brand Platform process, which consists of three steps: (1) Internal Platform: in which we ensure all key...
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5 Rules for Building a Brand
Before all is said and done, and you’re about to layout a roadmap for your brand, I believe there are five rules in building a brand you should know and, hopefully, follow. I’ve listed them in order...
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Developing a Brand Communication Strategy
In its simplest terms, marketing is the communication bridge between your target audience and your brand. So once you’ve taken the critical first step and nailed down what you stand for as a brand,...
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Finding the Right Agency For Your Business
Company Seeking Long Term Relationship with Talented Agency Finding “the one” is hard, especially if you’ve never worked with an agency before. And hey, maybe working with an agency isn’t for you...
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B2B Branding – Is it Different from B2C Branding?
In its simplest terms, branding is having the courage to stand for something, ensuring, of course, that the target market both wants it and, preferably, is not currently getting it. This is the basis...
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Content Marketing Guide for Better Brand Awareness
A solid content marketing approach usually includes these three general components: 1. Content Strategy 2. Content Marketing Plan 3. Content Performance Analytics Content Strategy Starting with the...
View ArticleOur 5 Favorite & FREE Google Tools for Business
There are several options that marketers should consider to leverage Google’s power to build an audience. With that in mind here are five FREE (!!!) Google tools to build your brand’s audience and...
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The Brand Activism™ Checklist
The first thing I ask when I meet a client is whether they have a brand document I can read. If they do have one, it’s usually located after a lengthy search around their office and of their computer....
View ArticleA Lesson for Luxury Brands from a Failed Bath & Beauty Company
I was once VP Marketing for a retail chain in the bath and beauty category. We started in Seattle and grew to over 300 stores nationally, with comp sales increasing as much as 60% over the previous...
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