Tag Archives: Branding
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Why companies need a chief brand officer
Companies should be assigning significant resources to build and protect their reputation. Those that don’t value the importance of brand risk losing everything
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Porto: a masterclass in city branding
Eduardo Aires, the man behind the rebranding campaign for Portugal’s second city, explores the importance of messaging and visual identity
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Should trademarks be at the heart of your brand strategy?
As arguably the most important assets a company can own, protecting trademarks must lie at the heart of a successful brand strategy
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CMOs must not lose sight of the power of brand
After years of exponential growth in digital ad revenues have marketers swum out too far into the performance-driven sea and lost sight of the importance of brand-building?
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Monitoring online conversations that affect your brand
In the age of social media, executives must stay in touch with online conversations affecting their brand and be ready to respond with a genuine human touch