Fix that brand! by Anne Miltenburg

Sugru’s failure to reach the mainstream –and its subsequent sale to Tesa this week– shows how crucial the investment in branding and marketing is in order for impact driven companies reach scale.

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We Proudly Present: Class Zero of our Train the Trainers Program! by Anne Miltenburg

At the Brandling, we want change makers all over the world to have the knowledge and tools they need to build stronger brands. But we can't do it alone: we need experienced, passionate allies all over the world who use our tools and methods, combined with their own expertise, to make a real difference. On our quest to support thousands of changemakers worldwide, we now present the next chapter in our journey: Class Zero of our Train the Trainers Program! Meet our 15 future trainers.

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wanted: your suggestions on strong Arab brands by Anne Miltenburg

This fall, JA Publishers in Jordan will launch the Arabic edition of our book, Brand the Change. Now we can deliver an Arabic edition for those who love to explore the content in their own language. A big pillar of the book are the case studies from around the world: we feature cases from Kenya to the US. However, for the English edition, we searched but never found a good case study from the MENA region, and so for the Arabic edition, we are opening up the search again! And we need your ears and eyes!

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Three dysfunctional beliefs about branding we should get rid of in 2018 by Anne Miltenburg

In the process of living our lives and doing our work, we acquire a set of beliefs: convictions on how something is done, or how we should behave. They help us make sense of things, form a basis for decisions and allow us to live a life we believe to be good. Dysfunctional beliefs on the other hand, are beliefs that are counterproductive. When it concerns branding, there are three dysfunctional beliefs in particular, that I see people buying into again and again. I hope we can truly say goodbye to them in 2018.

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At the plumbers house by Anne Miltenburg

In my native country we have a saying: at the plumbers house the taps always leak. I’ve heard people all over the world use it in different wording: the cobbler’s children have no shoes, the chef goes home to bread and water. So that is me: the plumber, cobbler, chef. 

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The brand architecture exercise that saved a social venture millions of dollars by Anne Miltenburg

Last summer a social enterprise that had successfully launched a savings product for health care on mobile phones in an East African country came to our branding agency with a problem. It had managed to win people’s trust in its ability to keep their money safe. But the secret to building that trust was quickly becoming the company’s biggest challenge—one that could end up costing them millions of dollars over the long term. 

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