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Damen Jackson > Articles by: Benedict

Should your ad agency design your packaging?

Probably not. For a couple of good reasons. Ad agencies have different skill sets, and thus talent, compared with creative branding and design firms. – Ad agencies are focused on messaging. They inform customers and prospects about a product—its features and benefits.– Once the messaging platform is in place, ad agencies then build a communications […]
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Branding the Candidates

With all the chatter about personal branding and celebrity branding and managing your brand I got to thinking about the branding frenzy in this relentless presidential campaign. Brand messaging is all about evoking and owning a valued and distinctive brand meaning. The words are the literal piece. They name the brand and maybe offer a […]
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