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Articles by

Brad VanAuken

BrandForward, Inc. E-mail this company

http://www.brandforward.com

The Evolution of Branding II 10/21/2014
"Gone are the days of a marketing specialist working with an ad agency account executive to guide the course of the brand..."

The Evolution of Branding 10/21/2014
"People have branded their livestock to indicate ownership since ancient times..."

CMOs and CEOs 09/29/2014
"Smart CEOs will understand the increasing value of the marketing function to their organizations..."

Repositioning Versus Rebranding 08/26/2014
"Rebranding is an identity change. Repositioning is a change in the brand’s promise, personality or other associations..."

Tribal Branding 07/16/2014
"An astute marketer can often help the tribe to link those shared values or emotions to its brand and its products or services..."

Creating New Categories Versus Battling it Out for Market Share 01/15/2014
"True breakthroughs come only from creating entirely new categories, highly compelling new categories..."

Crafting the Brand Positioning Statement 10/30/2013
"A complete brand positioning statement would include the following..."

How to Better Understand the Emotional Impact of Your Brand on its Customers 08/14/2013
"To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have its customers complete these sentences..."

Top 15 Actions to Build your Brand Online 06/20/2013
"One can use the Internet to: Increase brand awareness, Reinforce the brand’s unique value proposition, Tell the brand’s story, Identify customers and build lists, Create a dialog with customers and potential customers..."

Creating an Emotional Connection 06/20/2013
"If you want your brand to connect with people on a deep emotional level, qualitative discovery is the approach you want to take."

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