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open to learning: How to run a global marketing campaign that meets local needs
Kevin Freedman's practice paper on how to make global marketing work contains lots of practical, solid advice. If you work on a global brand, do read his paper for expert guidance.
open to learning: Four ways digital works to build brands and relationships
David Aaker provides a good overview of the different roles that digital can play in building brands.
open to learning: Linking brand to business financials
Joanna Seddon of OgilvyRED gives a clear overview of why brand valuation matters to marketers and how to approach it.
open to learning: Uncovering customer insights
Gaynor Strachan Chun, M.A. Greenstein and Sarah Kornfeld have written a powerful call to action on taking a whole brain approach to uncovering customer insights.
open to learning: Brand credibility measurement
Bill Haig argues for brand credibility measurement in his comprehensive paper.
                   
                   

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