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Branding

Do you remember the Pepsi challenge? It was a legendary marketing promotion in which people participated in a blind taste test with Pepsi vs. Coke. More people preferred Pepsi but continued to buy Coke. When a brand choice is made, the strong, familiar, trusted brands will always have an edge. An effective brand promise builds trust with customers.

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Developing a powerful unique selling proposition (USP) can make your brand stand head and shoulders above the crowd. A USP makes a strong first impression with your customers, making it easy for them to purchase your brand over your competitors. Let's look at what a USP is, how to create one, characteristics, and examples of it.

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The brand pyramid is an outstanding marketing tool that lays the foundation of a strong brand: driving direction, consistency, and what can be done to achieve brand loyalty. Here is a step-by-step process on how to develop a brand pyramid.

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A brand pyramid provides the emotional context consumers need from being first-time buyers to brand advocates. In this article, I'll share with you what a brand pyramid is and six reasons you'll want to start using it today.

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Being the head of a creative team is incredibly rewarding. It requires you to be a protector and a facilitator for your team, removing obstacles and cultivating openness so great ideas have space to flourish. It also requires flexibility to play different roles throughout a project lifecycle. Sometimes you play the hype-man for the project. Sometimes your role is simply to get out of the way and let your amazing team of designers get after it. And then sometimes it is helping them see the greatness in what they just did.

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Market segmentation gives your brand an advantage over your competitors because you can show your customers that you understand them and can provide them with what they need. In this article, I will share with you how to segment your target market and how to conduct market segmentation.

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Understanding your target audience is critical as this information will define every strategy you execute. This article will go over what a target audience is, the importance of a target audience, and the difference between a target market vs. a target audience with examples.

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