The Compliance Record
Strategy should survive execution.
Notes on brand alignment, operational marketing and the systems that connect them.
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Brand Pillars: What They Are, Examples and How to Define Them
Brand pillars are the three to five themes that hold up what a brand stands for. What they are, examples, how to define them, and how to keep them in every ad.
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Brand Message Examples: Core Messages, Pillars and Short Versions
Brand message examples for different types of brands: core messages, supporting pillars and the short versions that have to survive a 30-character ad headline.
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How to Measure Brand Equity: Methods, Metrics and a Leading Indicator
How to measure brand equity: brand tracking, price premium, share of search, loyalty and brand valuation, plus the leading indicator most brands don’t track
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Customer-Based Brand Equity (CBBE): Keller’s Model Explained
Keller’s customer-based brand equity model explained level by level, with the brand building blocks, an example, and how to apply the pyramid in practice.
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Brand Equity Examples: Positive, Negative, and What Built Them
Brand equity examples from well-known brands, positive and negative, and the mechanisms behind them: consistency, price discipline, association and trust.
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Brand Positioning vs Product Positioning: The Difference, With Examples
Brand positioning defines what the whole brand stands for; product positioning defines why one product wins. How they differ, how they fit, with examples.
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Vashor vs brand.ai: A Brand Operating System vs an Independent Check
brand.ai combines a brand operating system, content creation and a brand check. Vashor independently checks ads against brand strategy. How they differ and fit.
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How to Brief an Agency: A Practical Guide and Checklist
How to brief an advertising or marketing agency so the work comes back on strategy: what to include, what to leave out, and how to judge what comes back.
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Brand Audit: A Checklist and Step-by-Step Guide
A brand audit checks whether your brand is perceived, presented and performing the way your strategy intends. A practical checklist and step-by-step process.
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Geoffrey Moore’s Positioning Statement: Template, Examples and Common Mistakes
Geoffrey Moore’s positioning statement template from Crossing the Chasm, explained line by line, with worked examples and the mistakes that make it useless.