
How to compete in a hyper competitive market with Jan Verlinden.
Let's talk branding
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The Importance of Brand Consistency in Marketing
This chapter delves into the significance of brand consistency in messaging and advertising, drawing from the guest's extensive brand management experience across companies. It stresses the need for a clear brand direction, simple brand storytelling, and a strong brand positioning strategy to maintain coherence. The chapter also explores challenges in gaining executive recognition for marketing, debates on traditional vs. performance marketing, and the value of long-term brand equity for brand survival.
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