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The McDonalds sign in Times Square (Source: Wikimedia Commons)

Mapping Brand Strategy: Balancing Centrality Vs Distinctiveness

Idea posted: August 2015
  • Strategy
  • Marketing

A new tool, based on scoring brands on their centrality (i.e. the brand of record) and distinctiveness (i.e. the brand that stands out from the crowd) can help marketers and strategists determine the best paths for growth and profitability. 

Idea #540
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What to Learn from Pirates

Idea posted: March 2013
  • Strategy
  • Innovation & Entrepreneurship

Pirate companies may be viewed by ‘legitimate’ business as cheaters and rogues, but research by Professor Jean-Philippe Vergne of the Richard Ivey School of Business in London, Ontario shows that pirates are often innovators who fill gaps or create new business models that better fit the current and future challenges of an industry.

Idea #114
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