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Derrick Rozdeba 
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Derrick Rozdeba's Business Articles

Branding a City is No Small Task

(July 29, 2008)  Especially if it is over 19 million people! New York City is one of the great cities in the world that has successfully branded itself. What is the first image that comes to mind when you hear the name New York City? “The Big Apple, " I hope. Tourism is big business in attracting affluent ..

Can a Brand Be All Things to All People?

(July 29, 2008)  Do you focus on building a global brand or be sensitive to individual market needs? The quick answer is both. The core brand values must live in the brand globally and within each employee of that brand. These ensure a basic level of quality and familiarity within the organization and to its ..

Losing Brand Focus Change For the Sake of Change

(July 15, 2008)  This is always a brand steward's nightmare. Boardrooms talk about the importance of innovation to keep the company vibrant and ahead of the game. Yet many companies translate this into change simply for the sake of change. Without clearly understanding the brand relationship with the customers ..

Who Owns Your Brand?

(July 13, 2008)  Is this a trick question? It shouldn't be. Well, maybe it is. The answer should of course be the customer. It's the experience they have with the brand. It's their relationship and perception. As a marketer, we must protect the brand and understand the brand's promise so we don't screw-up the ..

BABOAA (Building a Brand on an Acronym)

(June 30, 2008)  We are all surround by acronyms and meaningless letters. Every business and industry has its acronyms and initials. Today, we all need a decoder ring to make sense of all the abbreviations and acronyms. Actually, there is a website Acronym Finder dedicated to decoding acronyms and abbreviations ..

Most Brands Dont Start by Being Engineered, They Start With ...

(June 26, 2008)  Most brands are built unconsciously. The author of a brand is generally too busy surviving and only thinking about building the perfect product. They are busy creating demand and fulfilling customer's needs. If the product is successful, managing growth and the fortunate head aches is the primary ..


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