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How to build a brand by changing the world

How to build a brand by changing the world

1. Great brands are easy enough to build
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15 Great Allies

15 Great Allies

Hunt with the hungriest pack you can find. Invite others on board. Insure yourself against rejection and criticism with partners that can…
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9 Great Propaganda tactics

9 Great Propaganda tactics

The revolution will not be televised. Worship at the temple of publicity with tactics that maintain a constant hum in popular culture…
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10 Great Mindbombs

10 Great Mindbombs

Nobody will listen to your lyrics if they’re not hooked by the melody. Give the world an image that can’t be ignored. Spoon-feed the facts…
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10 Great Symbols

10 Great Symbols

Make your iconography an invitation to participate. Provide a symbol that those on the inside will be proud of, and those on the outside…
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8 Great Rally Cries

8 Great Rally Cries

Don’t pursue a cause, kickstart a crusade. Find the call to arms that acts as your statement of intent. The words that will become your…
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4 Great Actions

4 Great Actions

There’s no point rallying an army without a battle plan. Will they raise pressure, or raise funds? Do you want to shift behaviours or shift…
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10 Great Fights

10 Great Fights

Revolutions start with a no and end with a yes. So find your fight. Pick a battle small enough to win and big enough to matter.
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How to change the world by building a brand

How to change the world by building a brand

1. Turn around what you think a brand can be
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