Rational, emotional and self expressive benefits and a little magic = brand strategy.

Sometimes the conventional wisdom — no matter how fervently believed or widely accepted — deserves to be reconsidered in a new light. There is no shortage of perspectives on brand strategy, but when all the pundits agree, it’s time for a second opinion.

Brand Strategy

Big Brands Check In with Foursquare

Ever wish you were more aware of the incredible things around you?  Millions have answered this rhetorical question posed by location-based social media Wunderkind Foursquare, with an enthusiastic "Yes!" and have "unlocked their worlds" to earn points, props and perks by publicizing where in the world they are — also known as "check-ins."  And where the people are, brands will follow. <a href="https://brandculture.com/blog/wp-content/up

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Brand Strategy

Think Twice Before Using an Acronym for a Name

Deposit Interest Retention Tax - that's what the Irish government formally named the tax levied on interest earned in bank accounts. In practice, the government and its taxpayers call it DIRT. It must be somewhat satisfying for Irish citizens to get to pass judgment on the tax every time they invoke its name, but somehow we don't think catharsis was what the Revenue Commission had in mind when they came up with this doozy. Rather, we think it's a case of monumentally bad naming. Pre

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Brand Strategy

Old City, New Identity

Cartagena de Indias was formally founded as a city on June 1st, 1533, but the area in and around what is now Colombia's 5th largest urban area has been inhabited since 7000 BC. 9000 years later, the City's Tourist Office and Spanish design firm CIAC have unveiled the city's new identity:

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