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What is Brand Architecture?

What is Brand Architecture?

Brand Architecture is a system that organizes brands, products and services to help an audience access and relate to a brand. In this post, we cover the four most common types of brand architecture, and how they differ in terms of risk and reputation management.

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5 Steps for Creating a Marketing Plan

5 Steps for Creating a Marketing Plan

Marketing isn’t like the movies – it’s not all glitzy TV shoots and happy hours. It’s complex. And if you’re reading this, you’ve probably experienced that firsthand. While not that long ago a marketing department was successful if it launched a few campaigns a year – a flashy TV spot, some print ads, and a…

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Creating a Thriving Workplace Culture

Creating a Thriving Workplace Culture

If the last 18 months have taught us anything, it’s that a thriving workplace culture isn’t limited to a pseudo-modern company that offers beer and ping pong. No, it’s that thriving workplaces actually don’t even start in a place. They start with the individual worker. They start with you. They start with us. As businesses…

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A Conversation with George Tannenbaum

A Conversation with George Tannenbaum

Gravity Group President Steve Gilman had the pleasure of sitting down and talking with a true veteran of the advertising industry and an absolute icon of copy and copywriting, George Tannenbaum.

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Using Typography to Convey Emotion

Using Typography to Convey Emotion

How you say something is just as important as what you say. Here are some tips for using fonts to support and strengthen your message.

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Beyond Campaigns: The Evolution of the Marketing Roadmap

Beyond Campaigns: The Evolution of the Marketing Roadmap

Brands can no longer afford to limit their marketing to campaigns. The new marketing roadmap uses a range of techniques to stay top of mind with audiences throughout the year.

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