LIFE IN PLASTIC, IT’S FANTASTIC

There are some brand tag lines that seem to have been around forever. Newsflash: They have! Why do they do this and why does it work?

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REBEL REBEL

If you spend your life worrying about what your competition are doing, you’ll never separate yourself from them. What should you do instead if you want to stand alone?

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THE BIG IDEA

At the core of every great brand is a Big Idea. It’s sits at the heart of a big audacious vision for the brand. It’s what gives it direction and its what makes it’s audience swoon. Let’s take a look

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HOW TO LIVE ON THE TIP OF EVERYONE’S TONGUE

The first thing people do when they decide they need to buy something is to ask their friends for a recommendation. How do you ensure that you’re the first name they think of?

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MORNING GLORY: THIS IS HOW YOU CREATE A MARKET CATEGORY

Competing for demand in an existing market against an established leader is fruitless. If you can’t win your category, you have start your own category that you can win. Here is a great first-hand case study of how it’s done

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IF YOU WANT TO BE A CHALLENGER BRAND, THEN BEHAVE LIKE ONE

How did a start up brand succeed where one of the world’s most recognisable brands failed? The answer’s simple. They understood the laws of categories.

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