Brand-Building Series: Practical tactics for marketers

The Brand-Building Series of monthly how-to articles is designed to provide practical tactics that marketers can put to work as they plan and execute brand-building efforts. Applicable to both beginning and veteran marketers, the series is contributed by global marketing consultancy EffectiveBrands, which assists brands by defining purposeful positioning, honing category strategy contextualised to Asian markets and conducting training to groom talented marketers in the region.

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A brand cannot live by definition of purpose alone
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Nov 23, 2018

A brand cannot live by definition of purpose alone

While a recent resurgence of interest in the long-term sculpting of brands is welcome, brand definition by itself won’t drive growth. Here's what will, according to the Asia CEO of brand consultancy Cowan.

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Alibaba and Kantar claim to redefine brand-building at ‘China speed’
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Jun 20, 2018

Alibaba and Kantar claim to redefine brand-building at ‘China speed’

Kantar’s validation of Alibaba’s Consumer Asset KPI will help CMOs optimise their brand-building activities within Alibaba's ecosystem, according to the companies.

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Does WeChat really deserve this much credit?
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Nov 1, 2017

Does WeChat really deserve this much credit?

When it comes to brand building and marketing, there is too much hype surrounding the 'everything app' that is WeChat.

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Brand-building series: The hardest marketing skill to master
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Nov 5, 2013

Brand-building series: The hardest marketing skill to master

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the exhilarating, excruciating commandment to collaborate in order to achieve marketing leadership and success.

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Brand-building series: Why marketers need to go on safari
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Sep 25, 2013

Brand-building series: Why marketers need to go on safari

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the reasons for and benefits of taking a consumer safari.

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Brand-building series: Challenge category conventions to win in the marketplace
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Aug 28, 2013

Brand-building series: Challenge category conventions to win in the marketplace

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, talks about the importance of properly defining your category.

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