Ethical Branding

In a world more accustomed to seeing brands positioned as symbols of self-expression or statements of accomplishment, ethical branding hasn't been...

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Developing Products For Creatures Of Habit

As humans, we are creatures of habit. Our experiences form mental models that rest within the recesses of our...

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Is SaaS Marketing Any Different From Traditional Marketing?

It’s different because it’s the same Lately, I’ve been questioning the line of thought employed by many hiring managers...

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Why Private Labels In The Middle East Face Low Brand Equity

Given the sales landscape, which is heavily skewed towards hypermarkets and speciality stores, retailers take advantage of the competitive...

1 min read

3 Elements Every Brand Should Possess.

Whether you're a start-up, a small business, an entrepreneur or a large organization, ensuring that these 3 elements are...

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How To Build Products For Impact

Great products are built by people with a high degree of empathy, an appreciation for good design, a firm...

2 min read

Re-positioning The Competition

In an already complicated market space, positioning your product can be a very difficult task. Finding uncontested ground is...

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Tropicana’s Packaging Redesign Struggle

In 2009, Tropicana, a Pepsico-owned juice brand, decided to give its packaging a refresh. However, less than two months...

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Moleskine’s Brand Extensions Decrypted

Moleskine isn't looking to sell the best coffee or travel package. It's trying to use these programs to build...

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The Curious Case Of The Lamborghini Countach

How could a production supercar with so many imperfections win the hearts of millions of people around the globe?...

3 min read

Facebook’s Brand Image Gets A Facelift, 2019

The social media giant has found itself at the center of privacy scandals, electoral controversies, hate speech and misguided...

2 min read