by Warren Moss. While it may sound complicated and academic, this theory has very pertinent applications in real life and, specifically, in B2B marketing.
Tag archives: brand promise
The Real McCoy: Use your second chance properly
by Sean McCoy. In the journey of internal brand-building, the world is seldom perfect and, as hard as we try, it does go wrong from time to time.
The Real McCoy: Staying the course with internal branding
by Sean McCoy. Are internal branding and culture-building continuous or are they approached cyclically?
Fair Exchange: Why predictability is a critical brand characteristic
by Erna George. A level of predictability is what makes others feel safe; it is something they can depend on. This is exactly what a brand does; otherwise, we might as well pack products in a white cardboard box and identify its contents in black Arial font.