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Marketing: Are You Proactive or Reactive?

May 26, 2017

Do you set your marketing objectives, develop a strategic and tactical plan and then stick to it? Or do you find yourself constantly reacting to what your competition is doing? If your competition has you on the defensive, then you need to take a serious look at your brand and your marketing efforts.

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Sales a Little Wobbly? Check Your Alignment.

May 19, 2017

We were talking to a group of small agency principals recently. We asked how many knew their largest client’s business strategy. Fewer than five of the fifty or so in attendance raised their hands – we weren’t surprised. It seems that both agencies and clients are equally at fault for this ‘separate camps’ mentality.

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Is Your Brand Insane?

May 12, 2017

You’ve heard it so many times…the definition of insanity is doing the same thing over and over again and expecting different results. That’s why the Tag team is perplexed by the similarities between brands in so many categories.

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The Multisensory Brand Experience

May 5, 2017

Brands come to life in a number of ways, but what people most frequently relate to is how brands manifest themselves visually. What is the color palette? Is the logo contemporary, classic or quirky?

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Is It Time to Brush up Your Brand? 10 Clues to Look For.

April 28, 2017

Brand position and brand value are always topics that draw a lot of interest. From the CEO on down, the brand is important, and most organizations get that. With the current economic times being what they are, marketing professionals need to pay attention to how the brand is perceived in the marketplace. Has it lost some of its glow or have things changed in the organization?

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A Brand is a Brand is a Brand.

April 7, 2017

Very often we hear B2B advertisers say: “Branding is for consumer products—B2B is all about relationships and people, not products because most of the B2B category is made up of commodity products and services anyway.” And we say: “Not so, a brand is a brand is a brand.”

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PART II: Certified Brand Strategists’ Least Favorite Brands

March 31, 2017

Welcome to part one of a two-part blog series about the most and least admired brands. At our recent Brand Establishment meeting, where nearly 40 of the country’s best minds in brand gathered to share ideas, best practices, and maybe a few cocktails, we polled the Certified Brand Strategists (CBS) about their beloved and not-so- beloved brands.

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PART I: Favorite Brands from our Favorite Certified Brand Strategists

March 24, 2017

Welcome to part one of a two-part blog series about the most and least admired brands. At our recent Brand Establishment meeting, where nearly 40 of the country’s best minds in brand gathered to share ideas, best practices, and maybe a few cocktails, we polled the Certified Brand Strategists (CBS) about their beloved and not-so- beloved brands.

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Don’t Ignore Internal Branding. Your Employees Are Your Customer’s Experience.

March 17, 2017

Aside from advertising, employees are the first contact customers have with your brand. Making sure employees deliver a consistent brand experience goes beyond well-documented processes and checklists. Consistent brand delivery is a product of an intentional internal brand development process which helps employees to hear the brand, see the brand and ultimately live the brand.

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2017 Winter Member Meeting – San Diego, CA

March 3, 2017

If you weren’t able to make it to San Diego, CA for our winter member meeting, you missed seeing fellow members, our sunset cruise, a great guest speaker and more.

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About The Brand Establishment

The Brand Establishment perfected the first contemporary brand development process specifically for small to mid-sized advertisers more than two decades ago. These tools and procedures have been utilized by companies in virtually every business sector – hundreds of times.