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American champagne. It isn’t exactly part of the branding lexicon like Greek yogurt or French baguettes. If Korbel’s new brand positioning is successful, American champagne will be a premium product and common phrase. Champagne is of course French. Korbel, has been touting its California roots for some time now, and was actually started by the …

A brand doesn’t reach iconic status without taking a few risks. Like swinging away on a 3-0 count with the bases loaded, Louisville Slugger has taken its share of chances. It is as American as baseball itself. Babe Ruth hit 60 home runs with one in 1927, carved a notch in his bat for every …

Evolve the bike. In New York City it means the Citibike program, which is slow to get out of the gate and taking some serious heat from bloggers to The New York Times. In Detroit, evolving the bike is a simpler concept. Like other more famous and established companies out of the Midwest evolving the …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

  • Twitter
    • Truth is subjective to what your customers/shoppers/viewers think of as "their" reality.
    • Create marketing strategies w/ focus on engaging over time, it will help turn 1x purchasers into long-term consumers
    • Conversation is the ultimate content...
    • Do not simply listen to what people are saying, hear them, react to them, and then drive action.
    • YES! RT : Social is gr8, but socializing even better! To socialize you need context and connection.  @thinkaha
    • Relationships ARE the new currency - honor them, invest in them, & turn your "Targeting" into "Matchmaking" Return on Relationship!
    • Indifference is expensive. Hostility is unaffordable. Trust is priceless. It's all about Relationships...
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