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strategy by TheBrandMasonJul 19, 201710:16 amJuly 19, 2017
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The street-smart pitch deck: 5 secrets you need to know

If you had $86 billion in cash-on-hand like Google, maybe you should be looking into teleportation, buying Mars and acquiring NASA, as this whimsical rendering suggests. The problem with most pitch decks is that they’re […]

marketing by TheBrandMasonJul 19, 20178:54 amJuly 19, 2017
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It’s time to bury focus groups, not to praise them

The evil that they do lives after them; The good is oft interred with their bones. Shakespeare, you see, wasn’t really writing about Marc Antony’s view of Caesar. Rather, The Bard was prophesying the future. […]

strategy by TheBrandMasonJul 19, 20178:52 amJuly 19, 2017
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Let’s fix it: Hire the person, not the credential

What do Bill Gates, Larry Ellison, Steve Jobs, Mark Zuckerberg, Michael Dell and, yes, Oprah — and innumerable other great entrepreneurs have in common? They couldn’t get hired by their own companies today — as […]

strategy by TheBrandMasonJul 19, 20178:48 amJuly 19, 2017
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10 salary negotiation myths women & millennials should beware of

Why women? Because the data show that they negotiate less and therefore get less. According to payscale.com, “Compared with men, women are more uncomfortable with negotiations. Women say that their uneasiness with this process is the […]

naming by TheBrandMasonJul 19, 20178:46 amJuly 19, 2017
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Why most company & product names suck and how to make sure yours doesn’t

When you want feedback on your outfit from other fashion-oriented people, would you go to “Fashism”? Especially if, as the website and app said, you were “New To Fashism”? Perhaps because fashion-forward women didn’t identify […]

naming by TheBrandMasonMar 6, 20123:54 pmJuly 19, 2017
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Great names require great strategies, not tactical roadmaps

Is there a best naming tactic or set of tactics? No. Tactics don’t automatically  predict outcomes. But there is a best naming strategy. That’s because a name is an invented concept that integrates all salient aspects of the brand and […]

branding by TheBrandMasonMar 7, 20102:09 pmJuly 19, 2017
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The Zero Friction Branding™ Philosophy

An obvious—but oft-ignored—truth is that consumers never simply buy a product. First, they must find it on the shelf; next, they must pick it up; then, based on the names, designs, illustrations, and copy, they […]

marketing by TheBrandMasonMar 7, 20101:11 pmJuly 19, 2017
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The #1 mistake in hiring a marketing, branding, or copywriting expert

Vertical market or domain expertise, for a person who has more than a modicum of smarts, is easily acquired (if not already possessed).  But if the ability to communicate compellingly does not exist, no amount […]

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