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What is a brand?

I don’t like to use the word “brand” too often.  Granted, it is a sexy word. But, the problem is it is usually misused. What do I mean? Remember the old TV show “Batman”? There was a “Bat” version of...

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4 golden rules of a powerful promise

I am a firm believer of simplicity. This blog follows the same philosophy. It is all about simplifying seemingly complicated matters and giving you correct and actionable answers. Today, we will talk...

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What do you stand for?

The author of this blog describes a brand as a promise. This is a universally accepted definition, which will be valid for years to come. However, for marketers to focus solely on the promise is not...

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When to celebrate your brand’s history?

Let’s say you are managing a brand that is about to celebrate its 25th-year anniversary. An interesting question pops up: Should you promote your company’s length of life? Should you say something...

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What is a brand?

I don’t like to use the word “brand” too often.  Granted, it is a sexy word. But, the problem is it is usually misused. What do I mean? Remember the old TV show “Batman”? There was a “Bat” version of...

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How to brand a destination?

Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this scary stat?: 86%...

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Branding luxury

At first, this article might sound like a book review, but actually, it is about a miserable experience of mine and a much-welcomed solution. Here’s how the story goes. Years ago, my then-employer...

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The evolution of private label brands

Did you know that private label brands (PL) have been around for almost a century? Back in 1928, it was the Swiss, who introduced the concept. And since then PL has been spreading like wildflowers. To...

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Health for all. All for health.

(The below article was written for the city of Izmir to support its bid to host EXPO 2020. Although Izmir lost the bid to Dubai, it is my utmost hope that the ideas in this article will help Izmir in...

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How to Brand a Professional Association?

Back in the day, life was easier for professional associations: Whether you were a lawyer, or an accountant, or a doctor, you wanted to be a member of your professional association. Associations used...

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How to Create a Brand Architecture for Private Label Products

Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, which is twice as much (!) as the profit they make from other...

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How to create a buyer persona?

“Our target audience is 18-48, female and male, C1, B and A.” You might have heard a similar nonsense statement before... The above sentence is a feeble -and rather soulless- attempt to describe a...

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Lack of deep insights lead to poor advertising

You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During...

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How culture affects cognition?

Did you know that 31% of Americans don't believe that global warming is happening -no matter how much scientific proof you present? Click here to discover why. The post How culture affects cognition?...

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Lack of deep insights lead to poor advertising

You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During...

View Article


How culture affects cognition?

Did you know that 31% of Americans don't believe that global warming is happening -no matter how much scientific proof you present? Click here to discover why.

View Article
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