Marketers and political leaders have been frustrated for years with the reluctance of millennials to actually follow up on their complaints and take real action on brand issues. As the…
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How Trump’s unpopular decisions can strengthen brand engagement
We are living in a new world today, where contentious decisions by Trump are creating unexpected ripple effects throughout society, government, and the business community. Controversy becomes the norm and…
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How customer values are transforming brands today
Brands are under attack today from many sources, most often triggered by activists on social media. They are demanding brands take a stand on controversial socioeconomic and political issues that…
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3 blockers of outside-in marketing
In the last three years, I have spoken with hundreds of digital marketers about their challenges. These conversations usually follow a conference talk or internal course I’ve delivered, in which…
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The rise of “morality-via-branding” to add empathy and connect emotionally
If you are like me, you are probably sick of all the acrimony, blatant lies, nasty accusations, partisan rancor, and exaggerated rhetoric in politics today. Have we all lost our…
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How social media is changing what brands stand for
Our world has never been so divided by politics, with social media as a major catalyst for extreme opinions and reactions. Brands are being pulled into battles on what they…
Read More10 Inspiring Case Studies of Digital Transformation
In this free 30-minute Biznology® webinar, Rob Petersen gives you 10 characteristics of successful digital companies. The case study companies include Zappos, McDonald’s, and U.S. Express. Many companies report they…
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The crisis of message credibility and impact on brands
Our world is more passionately polarized than ever. Current politics have over sensitized even the most rational, knowledgeable people, creating a new level of acrimony and distrust among family and…
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Stop doing short-term digital campaigns
Regular readers know my work focuses on building more relevant content for the target audience. One of the common objections to this goal is that it is very difficult. How…
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New Year’s resolutions for digital marketers
Since this is my first Biznology post of the year, it seemed appropriate to think about some New Year’s resolutions for digital marketers as you head into 2017. And there…
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