Understanding and Embracing a Brave New Worldview

Posted on 29. Mar, 2010 by .

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This post is the first of what we hope will be an active and thought-provoking body of content from guest contributors. Writer and researcher, David B. Wolfe, is the principal author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority and co-author of Firms of Endearment: How World-Class Companies […]

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The Relationship Era Inspires at SXSW

Posted on 23. Mar, 2010 by .

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During our session last week at SXSW on the topic of the Relationship Era, a number of audience members were excited to hear an industry perspective about changing the world of marketing. Mark McKinney and I presented the idea of a new era in marketing that is more focused on brand sustainability than the prevailing […]

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Of Position and Purpose

Posted on 12. Mar, 2010 by .

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In the normal course of our work, we see people (occasionally even people on our team) mixing up the ideas Brand Position and Brand Purpose. Brand purpose is the reason a brand exists, and the brand position is how it presents itself to the marketplace (which hopefully reflects its purpose, but it is different). So, […]

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Toyota Not Getting Typical Mileage from Credibility

Posted on 09. Mar, 2010 by .

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How low can you go? Just ask Toyota. While not quite as unpopular with the public as financial services firms and wireless providers, Japan’s largest auto manufacturer has seen its trust with US consumers plummet during the period starting in early fall 2009 to mid-February 2010. imc²’s recent research demonstrates a dramatic drop in Toyota’s […]

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