Thoughts - Michael Kraabel

The Adaptive Brand Ecosystem Model

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Adopting and developing a brand model provides structure and direction to branding activities. It ensures strategic focus, guides investment in high-impact initiatives, fosters innovation, guarantees…

Beyond Purpose-Driven Brand Marketing

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Throughout history, brand marketing has continually adapted to new technologies and shifts in consumer preferences. From simple marks of craftsmanship to complex digital campaigns, brand…

The Third Place

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In the quiet hum of a bustling coffee shop, where the aroma of freshly brewed coffee mingles with the low murmur of conversations, lies the…

Creative Collaboration With Generative AI – Part One

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Even though I’ve spent most of my professional career developing some pretty advanced digital marketing campaigns, I admit that I am somewhat of a Luddite. …

Artificial Intelligence (AI) vs. Human Intelligence (HI) in Creative

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My initial stance was to be highly skeptical of using artificial intelligence (AI) in branding and marketing. The very idea of AI weaving its way…

The Future of Fractional Creative Leadership

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Over the past couple of years, I have witnessed the rise of a trend: the emergence of fractional marketing executives as the norm rather than…

Inspiring Brand Mission Statements

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Brand missions articulate the purpose and intentions of a company, often focusing on what they aim to achieve for their customers, society, or the world…

The Silent Online Majority

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A significant portion of the online community, which I started to refer to as the “silent online majority,” primarily consumes content without actively engaging in…

The Unplug Project

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I’ve spent most of my professional career entangled in the endless loop of emails, social media notifications, and digital clutter. Like many others, my life…

Marketing Conversion Rate Optimization Tips for 2024

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Driving traffic to your website is just the beginning. The real challenge lies in transforming these visitors into engaged customers. This is where Conversion Rate Optimization…