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Brand Strategy and Its Evolution Over the Past Three DecadesOver the past decades, the discipline of brand strategy has undergone a profound transformation—emerging from the “Mad Men” era of advertising into a dynamic engine of enterprise-wide value creation (see Figure…
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It’s Not About the Journey: Why Customer Activities Define the Future of Marketing in 2025It’s Not About the Customer Journey: Why Customer Activities Define the Future of Marketing in 2025
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Reinventing Brand Strategy: The Holistic Brand ModelBrands have never mattered more than they do today. Yet, branding—this force that drives businesses forward—has lagged behind the world’s march of progress. Innovation in branding stumbles while technology like…
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The AI Paradox: Why 90% of Executives Fail to See Results From AIThe AI race is underway, but most companies are running blind, deploying technology without a clear path to value.
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Brand Architecture in the Age of AI: The Growth Lever Most Companies OverlookToday, businesses scale at unprecedented speed, driven by advancements in artificial intelligence, but one critical factor is often overlooked: brand architecture. Most companies treat brand architecture as…
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AI Strategy That Works: Creating Value Beyond the HypeLast Wednesday, we gathered in New York City for the launch of Vivaldi’s latest report: AI: Unlocking Genuine Customer Value. This wasn’t just another event—it was an opportunity to challenge the status quo, explore…
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Dynamic Branding for an Evolving Beauty LandscapeThe beauty industry is undergoing a profound transformation, stretching beyond traditional boundaries and redefining its role in consumers’ lives. The beauty category is no longer just about enhancing physical…
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Building A Business Reinvention MindsetWith 2023 on the horizon, many brands and businesses are looking to define new paths. A first step forward can be through idea generation, and we previously spoke with Jeremy Utley about the practice and value of generating…
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