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	<title>fredmcclimans.com &#187; Brands</title>
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		<title>Would you buy KLM a beer?</title>
		<link>http://fredmcclimans.com/2014/06/30/would-you-buy-klm-a-beer/</link>
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		<pubDate>Tue, 01 Jul 2014 03:05:26 +0000</pubDate>
		<dc:creator><![CDATA[Fred McClimans]]></dc:creator>
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		<category><![CDATA[#worldcup]]></category>
		<category><![CDATA[#worldcup2014]]></category>
		<category><![CDATA[adios amigos]]></category>
		<category><![CDATA[Brand]]></category>
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		<category><![CDATA[FIFA World Cup]]></category>
		<category><![CDATA[Gael Garcia Bernal]]></category>
		<category><![CDATA[KLM]]></category>
		<category><![CDATA[Mexico]]></category>
		<category><![CDATA[Netherlands]]></category>
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		<description><![CDATA[Would you buy KLM a beer after their World Cup 2014 Tweet? KLM played the fans game - it became a fan itself. But instead of sharing a beer, they tried serving one, drawing a yellow card.]]></description>
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		<title>Of Brands and Broken Narratives</title>
		<link>http://fredmcclimans.com/2013/03/12/of-brands-and-broken-narratives/</link>
		<comments>http://fredmcclimans.com/2013/03/12/of-brands-and-broken-narratives/#comments</comments>
		<pubDate>Wed, 13 Mar 2013 06:03:49 +0000</pubDate>
		<dc:creator><![CDATA[Fred McClimans]]></dc:creator>
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		<guid isPermaLink="false">http://fredmcclimans.com/?p=1183</guid>
		<description><![CDATA[An organization’s brand is defined by the totality of everything they do and say. Enduring brands are built on solid corporate narratives that serve as a beacon of trust and yield positive public perception. This article was originally published on “Sensei Blogs – A Business Blog with a Point of View” and is reprinted here [&#8230;]]]></description>
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		<title>Maker&#8217;s Mark misses the mark&#8230;</title>
		<link>http://fredmcclimans.com/2013/02/19/makers-mark-misses-the-mark/</link>
		<comments>http://fredmcclimans.com/2013/02/19/makers-mark-misses-the-mark/#comments</comments>
		<pubDate>Wed, 20 Feb 2013 02:04:43 +0000</pubDate>
		<dc:creator><![CDATA[Fred McClimans]]></dc:creator>
				<category><![CDATA[Brands]]></category>
		<category><![CDATA[Transcripts]]></category>
		<category><![CDATA[bourbon]]></category>
		<category><![CDATA[brand essence]]></category>
		<category><![CDATA[brand perception]]></category>
		<category><![CDATA[corporate narrative]]></category>
		<category><![CDATA[KFC]]></category>
		<category><![CDATA[maker's mark]]></category>

		<guid isPermaLink="false">http://fredmcclimans.com/?p=1081</guid>
		<description><![CDATA[From a minor tweet about the length of time it takes to char a barrel for making bourbon to a congratulatory tweet from KFC... How Maker's Mark missed the mark with their brand strategy. (Note: Date sequences have been adjusted to highlight flows of conversations and threaded discussions)]]></description>
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