“Why Categories Make Brands” – Christopher Lochhead and Heather Clancy

August 8, 2018 Christian Sarkar

Christopher Lochhead is co-author with Heather Clancy of the new Niche Down: How to Become Legendary by Being Different and the Harper Collins “instant classic”: Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets. Here’s an excerpt from the new book: We stated previously: branding in the absence of category creation is bullshit. Some […]

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“Unleashing the Co-Creation of Value” – Jagdish N. Sheth and Karl Hellman
“Unleashing the Co-Creation of Value” – Jagdish N. Sheth and Karl Hellman

The internet and mobile marketing have sparked interest in co-creation of value defined as the collaboratio...

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“How to Choose an Agency  in the Digital Age” – Frank Grillo and Karl Hellman
“How to Choose an Agency in the Digital Age” – Frank Grillo and Karl Hellman

The advertising business is barely recognizable from just three years ago. Of the top five agencies in 2015...

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