Topic: Marketing
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For smart brands, doing good is no longer an option; it’s expected. Consumers want to do business with companies that stand for something beyond their bottom line. And talking about your good work is not considered bragging. Consumers are giving companies permission to share the good work they’re doing. We…
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As a new mom, I’m constantly turning to social media and other online sources for research and advice. Insight on how often a baby should sleep, for example. Apparently it’s 15 hours, but my five month old begs to differ. As a marketer targeting moms, I’ve found a new perspective…
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As a kid, you always wondered how mom seemed to know everything. Today, that answer increasingly is social media. From coupons to medical recommendations, the one everyone in the family turns to is looking to the power of social to solve her problems. And smart brands are listening and meeting…
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After almost three decades helping to build reputations and brands and mindshare for big global technology companies — including more than 15 years running corporate communications and a variety of marketing functions for EMC — I finally had the luxury for the first time of taking a deep breath and figuring out what…
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Are you helping your audiences experience your brand the way they want?The answer has a lot to do with how you market to them, engage them though communications channels and how you design and package products that meet their expectations.This type of brand introspection has played out with an increasing number…
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You know those life-altering choices you face every day? Harpoon or Sam Adams? Black raspberry or mocha chip?P&G calls them the First Moment of Truth, when the consumer settles on what to buy. Studies tell us it often happens in the first seven seconds.But there’s a big step before any…
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Joseph Kony can thank Silicon Valley for turning up the heat on his race from justice. Before the universal adoption of social media, a short film about an African warlord may play quietly in art houses, think tanks and maybe PBS. With the growth of these channels that film, “Kony…
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This is a story about a crass publicity stunt that blew up in the face of its perpetrators, and about how easy it is for bad advice to damage a brand.First, some context. It’s been a touchy week in New England. Our beloved Patriots came agonizingly close to winning their…
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The Boston Globe recently spotlighted a practice that gave pause to fish eaters in this seafood mecca. It was about a literal “bait” and switch taking place at area restaurants and food stores. The stories exposed discrepancies between what fish is on a menu and what you’re actually eating. “The…