Topic: Brand
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Six months into 2024, there’s been a steady stream of thought-provoking brand partnerships. Some made us scratch our heads and think, “Huh?” Others made us smile or think, “I have to have that!” Whether weird, unexpected or even obvious, brands are partnering together with considerable success — especially among today’s very fickle consumers. Which of…
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A crisis can hit organizations of any size, and like a spark that escapes a campfire and finds dry brush, you can be surrounded by an uncontrollable inferno in an instant. Here are six steps to take before trouble strikes.
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In 2005, Steve Jobs gave one of the great commencement speeches. You’ve probably seen it on YouTube, along with more than 40 million others. It had a relatively simple premise, with powerful context. “Today I want to tell you three stories from my life,” he said. “That’s it. No big deal. Just three stories.” What’s…
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At CTP we believe in unlocking the power of a brand’s human spirit to create a more relatable, meaningful connection between brands and people. When it comes to being authentic with their audiences, some brands get it, others don’t. So each month we’ll take a look at the brands that show genuine humanity in their…
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A growing number of Americans are tired of being viewed as consumers since that only speaks to a fraction of who they are. They have full lives and how your product or service fits in that life may be different than where it fits for someone else. So if marketers want to make real inroads…
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A growing number of Americans are tired of being viewed as consumers since that only speaks to a fraction of who they are. They have full lives and how your product or service fits in that life may be different than where it fits for someone else. So if marketers want to make real inroads…
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Nearly a year-and-a-half into the pandemic, the world isn’t still grappling with COVID-19, it’s dealing with a major comeback. The “delta variant” has come to dominate headlines in recent weeks. Discovered in India, where it caused an extreme surge in cases, it spread around the world and now is causing a significant increase in U.S.…
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The Olympics finally got underway today in Tokyo with a bizarre four-hour extravaganza. Celebratory but subdued. Viewed worldwide but in a stadium filled with empty seats. Compelling potential stories but general apathy in the host country. Within the shadow of the COVID-19 pandemic, and amidst massive social upheaval, these Games promise to be unlike any…
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There are two big birthdays this weekend. As most of you know, and keep reminding us, The Week finally turns 1. We’re can’t wait for the cake, gifts and boxes to play with. While it may be the big circle on all of your calendars, don’t forget that other one. Two-hundred-forty-five isn’t as unforgettable…
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It’s June, which means rainbows are showing up everywhere. From local retailers to big-box brands, from menus to social media feeds, brands are showing their support for the LGBTQ+ community during Pride Month. True support, however, extends beyond just a marketing exercise and much deeper than simply rainbow washing a logo. With about 5.6% of…