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Blog Post Archive

Don’t Retreat Marketers. Ben Franklin to the Rescue.

Are corporations failing at higher rates or is something else going on? The danger is a “blandization” effect, where marketers and company leadership are so afraid of any criticism that they self-censor to such an extent that their messages become super-plain vanilla, indistinguishable, and not very effective.

Has Crowdsourcing Gone Too Far?

A minor league baseball team is letting fans pick its new name. Where is the line between using informed judgment to make solid, on-strategy decisions, and just opening the proverbial office door to say “Hey customer, you decide.”

Demystifying Omnichannel Marketing

Before you apply any omnichannel strategies, understand your business, existing channels and how your customer shops, or wants to shop. For best success, understand the discipline of brand management — and how to apply that expertise in today’s omni-touchpoint world.


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