Branding White Papers
Free to read, download, share with your students, friends, or followers on Facebook and Twitter – even free to reprint, so long as you include our copyright notice and a link to the original source.
- Forget the funnel: how buyers really decide
- Findability: Catch the Fourth Wave
- Adaptation
- “Differentiate or Die” is Dead.
- Company Renaming is a Minefield
- The Quals and the Quants: Two Tribes You Need to Know
- Are Focus Groups Obsolete?
- Pay-Per-Click 101
- The Four-Word Revolution
- Taglines? Just Do It.
- Welcome to the Post-Literate Era: The Short Attention Spaniels
- The Mimi Syndrome, and How to Get Over It.
- Why are the Yellow Pages like Nursing Homes?
- The Curse of the Three Initial Company Name
- Unlocking the Secrets of SEO
- Just Translate It?
- Lessons From Armpits
- Let’s Save Oldsmobile!
- How Can You Be Sure Your Advertising is Wasting Only Half Your Money?
- Rules of Thumb
- Production Values
- The Awareness Religion vs. Persuasion
- Setting Ad Budgets: A Strategic Approach.
- How to Approve Advertising
- On Cocktail Napkins
- How to Pick an Agency
- The Major Problem of Minor Brands
- Using All the Tools In Your Toolbox: A Scorecard For Brand Asset Deployment
- New Product Russian Roulette
- The Impact of Discounting on Brand Equity
- The Death of the Marketing Plan
- In Defense of Disruption
