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Insights

What every CMO (and CEO and CFO) can learn from a chocolate bar

Posted by Matt Bowen

Feb 17, 2015 4:37:00 PM

71255gHmpsL._SL1500_A while back I wrote a commentary on the book Building Brand Authenticity by Michael Beverland. In it, he explored what “authenticity” means to a brand, and if its something that can be created or, rather, something that must be earned.

Well, a confrontation is playing out in the US that has pitted two chocolate brands—US-based Hershey’s and UK’s Cadbury—in a battle that’s testing the notion of what brand authenticity is.

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Topics: Brand Strategy, Branding, Mergers and Acquisitions

Why Your Healthcare Brand Needs to Focus on China Now

Posted by Matt Bowen

Nov 12, 2014 7:44:00 AM

iloveSHAs I sit in Shanghai at a local café, all I see around me are possibilities. You hear the numbers a lot, 1.4 billion people, rising middle class, etc., but until you sit in the middle of it and get engaged, it’s only then that you truly appreciate the significance of it all.

China is indeed the land of possibility. And that’s exactly how they view it too. They aren’t so interested in the past, but are very keen on thinking about the wonderful future that they have ahead. If only the rest of the world could be this optimistic.

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Topics: Healthcare, Branding, Mergers and Acquisitions, M&A

Your Primary Customers Might Not Be the Ones Writing the Checks

Posted by Matt Bowen

Mar 27, 2014 11:30:00 AM

whichPeopleIllustrationI’d like to first get something off my chest. For several years we’ve consulted with a multitude of companies that follow the principal of “internal customers.” Maybe your company does this too. The idea is that one department is the customer of another department. If a company has internal creative resources, for example, one of their “internal customers” might be HR.

I don’t know which consulting firm or business guru started this idea, but I think it’s total bunk.

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Topics: Brand Strategy, Healthcare, Marketing Execution, Mergers and Acquisitions, Inbound Marketing

Make the Hard M&A Brand Strategy Decisions

Posted by Matt Bowen

Sep 20, 2013 12:24:00 PM

MandA final blogMerger and Acquisition activity is heating back up again after a four-year lull, and why not? M&A’s are a viable market growth strategy; and on paper, they “always” make sense.

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Topics: Brand Strategy, Branding, Mergers and Acquisitions, M&A