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opinion

opinion

Maximize Brand V.I.T.A.L.-ity: Tipsfor better connecting brands and sub-brands

Brand power and resilience have become hot topics in break rooms and board rooms, as the array of enterprise stakeholders (customers, employees, shareholders, partners, communities) seeks to define their own shared purposes and align with others whose purposes they admire. A+P believes purpose and values are a brand’s heartbeat. As such, they should fuel everything the organization does… down to how it organizes and names other brands in its ecosystem. Properly aligning the lead brand with other named sub-brands, and even named product brands, permits leadership to maximize the business value of the whole brand system.

5 minute read
opinion

On the Move: Interpublic Taps Cavallo to Helm MullenLowe

Allison+Partners ups Sharon Barclay to managing director, B2B technology, US; Jeff Leopold to managing director, CX; and Jaime Tero to managing director, technology. All three were previously executive VPs at the agency. They will now work in partnership with previously announced group presidents Karyn Barr and Jordan Fischler on overseeing the growth and diversification of Allison’s technology practice.

5 minute read
opinion

Crafting a brand from research to strategy to planning

Do you remember crafting as a kid? Something about November makes me reminisce about arts and crafts. It could be because I grew up in a desert environment where the only autumn leaves were made out of construction paper and decorated the halls of my school. Crafting was like a sport to me, so getting involved in the decorating process was something I looked forward to.

3 minute read
opinion

A Reflection on Veterans Day

It has been a decade since I last stepped off the plane, returning from Southwest Asia on what would be my last trip to the region as a warfighter. Yet, the images, smells and sounds remain vividly etched into my memory, and these experiences have shaped me and many others who answered the call to serve.

3 minute read
opinion

Three Life + Work Lessons I’m Taking Home from Spain

I first fell in love with Spain when I visited the Iberian Peninsula with my 7th grade Spanish class. This trip was an incredible privilege and my first time outside North America. The 10-day tour of the country was without a doubt a major turning point in my life, as it inspired my lifelong passion for travel and many international adventures to come.  

7 minute read

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