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Author Archive

Co-Creation

Building Brands With Customer Driven Innovation

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Building Brands With Customer Driven Innovation

When the founder of the beauty website Into the Gloss decided to create a new cosmetics line, she didn’t contact vendors or post ads to entice new buyers. Instead she created an Instagram account —@glossier— and waited for suggestions to flood in.

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Brand Messaging

Aligning Brand Messaging With Cultural Diversity

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Aligning Brand Messaging With Cultural Diversity

Until fairly recently, in a business sense many marketers thought in terms of a very simple racial dichotomy: White vs. Not Interested.

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Customer Experience

Synching The Customer Journey With Brand Value

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Synching The Customer Journey With Brand Value

The battle for consumers’ hearts, minds and wallets won’t be won in R&D labs.

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Brand Management

The Rise Of Sacred Brands And Experiences

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What happens in Vegas, stays in Vegas”

Traditional marketing communications erected a big wall between what anthropologists term Sacred vs. Profane.

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Brand Marketing

PR: The Leading Marketing Power Of Our Times?

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PR: The Leading Marketing Power Of Our Times?

When people discovered that dropping Mentos candies into a bottle of Diet Coke creates a geyser that shoots 20 feet into the air, more than 800 videos flooded the Internet to document the volcanic possibilities.

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