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Health brand inspiration: the power of energized fans (Chobani)
I’m a big fan of Chobani yogurt. I’m at least a one a day guy, and particularly fond of pomegranate and pineapple. Needless to say, the brands performance (in brand energy terms) is explosive. Launched...
View ArticleCreating Brand Energy: start with “E”
E is shorthand for an important tenet of creating brand energy – Energizing Idea. There are a lot of different ways to describe this idea – brand DNA, essence, mantra, promise, core identity, etc. But...
View ArticleLessons in brand relevance from Pride and Prejudice
How is a book written over two hundred years ago still relevant to brand marketers today? ‘Twas the year 1813 when Jane Austen’s Pride and Prejudice first hit the bookstands and danced its way into the...
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