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Skill Level Beginner
- [Announcer] This content is brought to you by Blinkist. (electronic chimes) - [Announcer 2] Jacob Benbunan, Gabor Schreier, Benjamin Knapp, "Disruptive Branding: How to Win in Times of Change." narrated by Bruce Horlick and Brian Dozy. - [Narrator] If you want to understand just how important brands are, consider this. In blind tests, consumers consistently prefer Pepsi Cola to Coca Cola, but when taste tests are performed with branded packaging revealed, consumers suddenly prefer Coca-Cola. That's testament to the fact that a brand can have a powerful influence on the success of a business. A brand can change customer perceptions, enthuse employees, and act as a guide to management's decision-making. But what actually is a brand? How can companies develop an effective brand strategy? And then how should they bring that strategy to life? These Blinks show how any business owner or marketer can develop and implement a brand strategy fit for the 2020s.