Brand positioning tip #12: don’t get hung up on the words

by Chris Grams July 23, 2010

When it comes to positioning terminology, I sometimes get questions like “what is the difference between a brand mantra and a brand essence?” or “is a point of difference the same thing as a key differentiator?”
My answer? Don’t get hung up on the words… it’s the concepts that matter.
I have standard [...]

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Do you aspire to build a brand community or a community brand?

by Chris Grams July 13, 2010

In my day job at New Kind, I spend quite a bit of my time working on brand-related assignments, particularly for organizations interested in community-based approaches to building their brands.
When marrying the art of community building to the art of brand building, it’s hard not to talk about building “brand [...]

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BP: the worst brand positioning mistake since the Holy Roman Empire?

by Chris Grams June 22, 2010

For 60+ days, I’ve avoided writing a post about BP. I’ve been devastated, as I’m sure many of you have, by what has been happening in the Gulf of Mexico. We’ve all been inundated with news and stories, most of them depressing, about real lives—people, animal, plant—altered forever by the Deepwater [...]

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