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Brands don’t exist in a vacuum. They are socio-cultural phenomena. Culture shapes brands; and sometimes brands shape culture. Understanding cultural context and cultural relevance is a vital part of the Brand Meaning Manager’s job.
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If your advertising isn’t framing, evolving or modifying your brand meaning, then its effectiveness – if any – will be short-lived. What matters is how people respond to the brand rather than to the advertising – or rather, how they respond to the brand through the advertising.
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How clear is your brand meaning? Is your brand marketing creating the kind of brand perceptions you expect and desire? Get expert feedback and advice on your brand
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Fashion houses like Coco Chanel and Versace have created enduring brands. In fact, in the high end fashion world, brand is everything. Continue reading.
Barcelona FC is one of the biggest sports brands in the world. More on how brands are being built in the competitive world of sports Continue reading
Companies create brand identity. People create brand meaning
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