Marketing and Research Consulting for a Brave New World
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The quests for product superiority leads to marketing incrementalism. True marketing innovation comes from PROMISE superiority and then delivering against your bold promise.

My interview with Pat Hanlon, author of Primal Branding on the role of stories at creating great brands. Joel Rubinson: You have said that a great brand needs a great creation story. What do you mean by that and why is it so important? Patrick Hanlon: Actually, what I have said is that great brands […]