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    Building a Brand by Growing Smaller

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    Throughout my career in advertising, I always thought my agency needed to pitch and win every client we could. When I went out on my…

    Historical Overview of Branding and Marketing from Ancient Markets to the Industrial Revolution

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    From ancient marks of craftsmanship to the trademarks of the industrial age, branding and marketing have become central to the commerce and culture of societies…

    Customer Evolution through Aspirational Identity

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    In a time when consumer expectations extend beyond product functionality to encompass personal growth and identity enhancement, brands face the imperative to evolve. This is…

    Voyager Brand Value Model Exploration

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    It’s time for us to move beyond the purpose-driven “why” framework and other brand models that focus exclusively on the customer in a static state.…