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brand management

The BIG Ticket: The Masters “Crackdown”

I’ve been following this for a week.  Scott Friedman and Darren Rovell have covered this the best.  I grew up in the shadow of Augusta National and remember Masters Week from my childhood.   But it isn’t something I spend much time thinking about.  Then, I realized it perfectly explains sports business now.  I ask myself, “Does […]
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Bob Lefsetz nails Brand Management!

Bob Lefsetz writes about brand management and he nails it.  The 3 key questions you need to know the answer to as a brand manager are: In Bob’s words: “Identity”. That’s your position.  Who are you?  What are you against?  Why you?  Bob shares that you can’t be very everyone, you have to be for a specific […]
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AirBnB Focuses on Their Brand: Cash Follows!

AirBnB credits an emphasis on “top of funnel” marketing with their best quarter ever.  I agree.  You build a brand by establishing top-of-mind awareness with your customers. That starts by hitting people in the emotional areas… In this example, the focus on PR is key because things like the Barbie Dreamhouse emphasize long-standing mental connections that […]
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