Tag: branding

The Difference Between Counterfeits and Dupes – And How These Products Impact Brands

If you’ve been following my content, you often hear me say building a strong brand is one of the most important things in today’s business environment. And one of the signs you have a strong and successful brand is when you start seeing counterfeit products.

According to OECD data, the global trade in counterfeit goods in 2023 was $1.023 trillion, or 3.3% of the total global trade. And despite efforts from brands and marketplace operators, these products are all over merchant websites, including some of the most popular.

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From Disruption to Divestment: Unilever is Selling Dollar Shave Club 

I could write a whole article on the Ad that turned Dollar Shave Club into a billion-dollar company. The ad was hilarious, but also communicated the company value proposition very well : quality razors delivered to your door at a fair price. But instead, I want to go over Unilever’s announcement to sell the majority of its stake in Dollar Shave Club to Nexus Capital Management.

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Don’t fall in the Trap of “Building Brand Awareness”

In the last few years, “brand awareness” became one of the most popular buzzwords in the digital marketing world. Every week, I receive marketing emails from digital consulting agencies telling me how they can help me “build brand awareness” or “increase brand awareness”. That sounds great on paper, and I think brand awareness can be a positive thing. However, what I’m seeing is that the necessity of building brand awareness has become overblown, especially for small niche businesses on a limited marketing budget. I wish I had time to ask these marketing agencies what they mean exactly by “increasing brand awareness”, and I suspect some of them are preying on businesses with limited knowledge of marketing strategy.

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