Local businesses have a very pragmatic attitude about branding: they ignore it. Many of them are more worried about meeting payroll, making rent, paying taxes, and other cash crises than…
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Half of your audience hates you
The contentious political times we live in offer scant places to hide for the average company. For every Patagonia that wears its collective ideology on its sleeve, there are thousands…
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How promotional products fit in with the modern consumer
Advertisers have a challenging job of increasing recall and improving resonance with consumers. That is where promotional products, branded gifts, and giveaways shine. Perhaps that is why promotional products have…
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Naming brands – the unsubtle (Trump) and the subtle (drug companies)
Most people think “branding” is simply about creating a catchy, memorable name for a product, service, organization, and even people. However, branding is much more complex. Good branding starts with…
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How motion in technology business videos provides meaning
“Motion provides meaning,” according to Google‘s Material Design language for mobile application design. Motion guides our interactions with mobile devices. Motion is equally central to our experience of watching videos….
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AI and emotions
Since the 1950s, artificial intelligence has been a favorite topic of scientific discourse. Now AI has become a reality: intelligent machines will change the way we work, the way we…
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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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How storytelling can shape the corporate brand and culture
Technology has transformed our world into a data-obsessive circus where information is unbelievably accessible, connectivity is constant, and unpredictable events always surprise and engulf us. Call this extreme clutter and…
Read MoreYour followers care about you, but do you care?
Over the course of a couple days, my Klout score went from 65 to 67 because my mother died. Not because I had some sort of amazing Klout-gaming strategy but because…
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