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brand strategy

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Who Wins the McDonald's Monopoly Game Each Year

The McDonald's Monopoly game is a long-running promotional sweepstakes run by the fast food chain in partnership with a licensed promotional agency. Each year, game pieces print...

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One-Size Brand Owner: Meaning, Models, and How to Build a Scalable Brand

A one-size brand owner commits the brand to a single core product or a tightly constrained lineup, using that offering as the primary vessel for identity, messaging, and distrib...

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Brands That Defined the 1990s

In the 1990s, brands shifted from broad lifestyle promises to tighter identity and category focus, aligning with youth culture, tech adoption, and global supply chains. This per...

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Was IHOb a Joke? Clarifying the IHOb Name Change and Brand Strategy

In 2018, IHOP announced it would temporarily rebrand as IHOb to promote its new burgers, adding a "b" for burgers to the familiar pancake-house identity. The move was widely moc...

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