This extract from a Women’s Wear Daily article bespeaks the risks involved with co-branding and adopting a celebrity as part of your brand.

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This qualitative study represents responses from the top marketing people at nation’s largest and most powerful marketing organizations, They covered strategies, issues, expenditures and trends.

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IBM is again attempting to reach out to small businesses. Back in the mid-1960′s, they did it with creditible reference ads documenting small company experiences with unit record equipment.

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Continuing with stakeholder profiles and info that’s of value in developing a brand – and therefore needs to be documented in your Brand Profile – I’ll address employees today.

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If you introduce your own terminology, make sure it’s relevant and that consumers know why it’s relevant to them. Coors didn’t, Bud did.

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In describing stakeholders for your brand platform, prospects and customers are usually considered the most important groups. For products, this is a fairly easy task (unless you’re launching a new technology with lots of potential applications) because products are usually developed with a customer profile in mind

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The core of your brand is the BIG IDEA that is the core of your business. Find the core, find the brand.

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Defining and prioritizing your company’s stakeholders is an important element of the brand platform. You want to find those characteristics for which the brand can influence thinking and behavior.

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Recognizing five influential authors on the subject of branding that, in my opinion, should be imortalized.

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The role of branding and the priorities given to branding should be spelled out in a manifesto that will become a plank in the corporate branding platform.

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