Category: Positioning
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Don’t Chicken Out
The secret sauce is its commitment to a mission and set of values that are as old as the brand itself.
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Don’t Take Your Eye Off the Ball
A compelling story is the first step to building a brand, but if it doesn’t align with an organization’s actions, it undermines its hero with a bitter betrayal.
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OK Computer: High-Tech or High Touch?
The balance between automation and human interaction in customer service emphasizes the enduring value of a personal touch.
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Customers Don’t Give a Duck
Experience, and the story that defines it, are what propels marketing forward. Not vice-versa.
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It’s Mall About Experience
Why story alignment not short-term synergy is the secret to successful brand partnerships
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Villains in the Valley: How America’s Innovators Have Lost Their Way
Why Silicon Valley’s arrogance alienates customers and how founders can rewrite their story
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Actions Speak Louder Than Words
How TD Bank destroyed a beloved brand by failing to live up to its own story
