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Once Upon A Brand
April 10, 2013 by Ben NobleDo you know the story about the Three Little Pigs? Could you recite the story if I asked? Could you tell me the moral? If I had to guess, I’d say you answered yes to all three questions. Let’s try another quiz. What was the last infomercial you saw? What were some of the features and benefits of that product? If I had to guess…
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Similar Strokes for Different Folks
March 14, 2013 by Beth HandriganA young single adult, living with two roommates—a stay-at-home mom with three children under six—a busy professional who works 14-hour days… What could these three types of people possibly have in common? Questions of this caliber haunt marketing executives day-in and day-out. They sit at their desks into the late hours of the night with a solitary lamp and a cold cup of coffee, unsure…
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The Ice Cream Man is Coming!: The Race to Radial Marketing
February 13, 2013 by Jim GoodyearThat song. Still as much a part of summer as swimming pools, picnics and sandlot baseball. A Pavlovian auditory announcement that a frozen, delicious treat is right around the corner…literally. Kids (some of us still are) hear that famous mouthwateringly melodic message and immediately slip into a state of euphoric, near-hysteria. Doesn’t matter if you’re sitting on the couch watching cartoons in just the top half…
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A Sip of the Social Soda Saga
February 6, 2013 by Logan IceThink back almost 40 years—the year is 1975. Coke has as much of a grip on the Cola market as Band-aid has on the adhesive bandage market or Kleenex has on facial tissues. While the company had only been around for 10 years longer than the newly renamed Pepsi, it still owned the lion’s share of the market. Pepsi did something unheard of at the…
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Stick Out
January 17, 2013 by Logan IceSo you want to engage with your audience and expand your fan base, but your market is saturated with ads coming from every agency known to man, whizzing past you left and right with seemingly no target? Sounds like the same song every company around is singing right now. You can hardly go anywhere without seeing dozens of barely aimed messages barreling towards you. Logging…
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Test with Purpose
July 3, 2012 by Matt JeterMake your Digital Marketing Tests a Learning Experience You’ve done your homework. You have defined goals, developed brand strategies, performed competitive research, identified your target audiences, etc… It’s all there. You get the right people in the room for strategy sessions. The brainstorming is fast and furious with meaningful breakthroughs popping up like lightening crashes followed by meticulous documentation. You continue with project schedules that…
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Death of the Dinostore
May 21, 2012 by Jim GoodyearFrom Distinction to Extinction The old adage of “the bigger they are, the harder they fall” seems to be ringing true for consumer electronics behemoths like Best Buy, CompUSA, Ultimate Electronics and Circuit City. These traditional bricks-and-mortar retail giants are systematically being turned into showrooms, erased and replaced by their more evolved web-based and supermarket rivals. A key factor to note in the demise of…
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Fight or Site
April 11, 2012 by Brian HandriganStay on Track for Online Success With all of the technology that is needed in marketing today (databases, web programming, sms, proximity tools, etc.) it is important not to let the technology get in the way of common sense. I was just involved in a client situation that reminded me of this and I thought I would, in turn, remind you. A client website was…
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A Brand New Day
April 11, 2012 by Brian HandriganThe Mental Model of the Current Retail Consumer Brands establish and maintain their value by connecting with consumers and building equity. Many companies use a combination of advertising, marketing and promotions to increase their brands’ equity. For brands that exist primarily at retail, leveraging insights about consumer behavioral changes can create a competitive advantage over other brands. Many retail marketers subscribe to the findings of…
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