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A Useful Guide to Brand Utility
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By Ingmar de Lange, Marketing Strategist, Mountview (Amsterdam)
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A look at how brands including Nike, Nokia, Fiat, Whole Foods and Tesco define and implement brand utility.
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June 2010
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Marketing in a Turbulent Environment: How can Crisis and Brands Coexist
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By Jose Ignacio Monrabal, Marketing Communications Specialist, Polymer Char (Spain)
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Monrabal, the marketing communications specialist for Polymer Char, a chemical company headquartered in Paterna, Spain, looks at how brands can learn to survive and even master these turbulent times.
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May 2010
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Millennials and Luxury Brands
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By Scott Galloway
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L2’s 2010 look at prestige brands and Gen Y finds that millennials love brands ... but not branding. New York-based L2 finds them “wary of flashy self-promotion.” They may recognize, but that doesn’t mean they’ll favor, brands lacking humility or irony, such as those featuring prominent logos on their merchandise, for instance. The takeway? Luxury brands should avoid gimmicks and adopt a modicum of tongue-in-cheek if they want to appeal to this highly opinionated generation.
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May 2010
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