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Oct 8
2 min

How to choose your ideal target consumer segment

Are you grappling with the fact that you have more than one actual or potential target consumer segment? Groups of people who do or may u...

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Anne Ricci

Oct 8
2 min

Does your brand stand out in the sea of sameness?

When I am creating or evolving a brand positioning with a client, church bells generally ring when we crack the consumer target and ident...

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Anne Ricci

Oct 8
6 min

How to uncover more meaningful insights to build a stronger brand

Clashing two need states to unlock positioning opportunities Let's take off your marketing hat and step into your consumer shoes for a mi...

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Anne Ricci

Sep 12, 2019
3 min

Top tips for an efficient but robust Strategic Brand Planning process

Taking time away from business-as-usual to complete a strategic brand plan is often seen as a luxury or a resource burden for many organi...

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Anne Ricci

Jul 30, 2019
7 min

Slow & steady no longer wins the race. How to keep your brand relevant in turbulent times.

How brands can balance their strategic endurance with the need to remain relevant & agile in today's rapidly changing world.

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Anne Ricci

May 21, 2019
6 min

Is the Need for Speed Killing Strategic Brand Management? It doesn’t have to!

How to protect your brand's strategic endurance while maintaining the sprint pace required in today’s digital world.

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Anne Ricci

May 4, 2019
4 min

The 'Curse' of the Icon Brand. 10 tips on how to stay relevant without letting go of the past.

Managing an icon brand is a great privilege as a marketer. Being the caretaker of a brand that is woven into the fabric of a consumer’s ...

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Can't crack a creative idea? Before you blame the agency, you should take another look at your brief

Anne Ricci

Apr 27, 2019
5 min

Can't crack a creative idea? Before you blame the agency, you should take another look at your brief

You’ve been through multiple rounds of creative development, and you just aren’t cracking the brief? Your agency and your team are frust...

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Unleashing your Intrapreneur. How to act like an Entrepreneur within a Large Corporation.

Anne Ricci

Apr 2, 2019
4 min

Unleashing your Intrapreneur. How to act like an Entrepreneur within a Large Corporation.

I love hearing about the inspirational stories of entrepreneurs who stumbled across an unmet need or problem as they went about their da...

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Anne Ricci

Mar 21, 2019
4 min

Brand Personality is the “new” meaningful point of difference. So how can you dial up yours?

In mature markets, finding a meaningful point of difference using a product attribute, rational or emotional benefit is becoming increasi...

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The Sustainability Debate - Protect the Turtles or the Profit?

Anne Ricci

Mar 1, 2019
3 min

The Sustainability Debate - Protect the Turtles or the Profit?

The sustainability debate has officially peaked with Budweisers Brewed by Wind spot during this years Superbowl. https://youtu.be/QrKBdY...

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What Do Consumers REALLY Want? And How Can Marketers Find Out?

Anne Ricci

Feb 19, 2019
5 min

What Do Consumers REALLY Want? And How Can Marketers Find Out?

What consumers say they do is usually very different from what they actually do. So how can we leverage this contradiction to uncover new...

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The Rise of Small Brands....and What Big Brands Should Do About It.

Anne Ricci

Feb 19, 2019
5 min

The Rise of Small Brands....and What Big Brands Should Do About It.

I love a killer fact! And the one I pulled from a recent McKinsey study really got me thinking………. “...the top 25 manufacturers are res...

122 viewsWrite a comment

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