premium pricing
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Scarcity and escalation of commitment as means of persuasion
Last weekend we went to a factory sales event of a clothing brand. Apparently, the event was so well advertised that the factory was jam-packed with warrior/shopper women. Honestly, I can’t remember…
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Smoothies and Tim Hortons… Success or failure?
Last week we talked about Starbucks’s recent experiment of serving alcohol in some of its locations. We ended up recommending them to create a second brand. We also said, on our next…
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Alcohol and Starbucks… Success or failure?
I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and announced that…
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What’s in a name?
I love working with a brand named after its founder because they make my life much easy. The majority of brands still communicate merely what they’ve got (their products, their services, or…
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The art of effective writing
Almost a year ago I decided to start this blog, primarily because I realized that as a non-native speaker, I needed to improve my writing skills, a problem far beyond writing error-free…
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FREE! advice to sell more products
Recently, I had to empty my apartment in Toronto. So, I decided to sell all my furniture. I managed to sell big items like mattress and sofa, but I had difficulty in…
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The role of respect in brand building
As a citizen of a developing country, I am used to being treated as an afterthought by my municipality. Usually, everyday people like myself feel “blessed” when the governing bodies of our…
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Exploring Career Trajectories in Branding: An Insightful Guide from a Practitioner
Last week, I had the enriching experience of guest lecturing at McGill University. The engagement was not only enjoyable but also intellectually stimulating, especially considering the insightful, career-oriented queries raised by the…
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How to choose your brand’s name?
Coined words or descriptive ones? Family names or acronyms? What to do? How to decide? Today, I will give you some tips on identifying the type of name you should choose for…
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Why do mission statements suck?
“To satisfy our customers’ desires for personal entertainment and information through total customer satisfaction.” Years ago, Seth Godin found and shared the above mission statement. Sure, it is a terrible one. But,…