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Sep 28, 2018

A Case for Taking the Long Road

By Lindsay Cottman Famed operatic soprano Beverly Sills used her vocal talent to sing, and to impart wise words, once musing that “there are no shortcuts to any place worth […]

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Sep 27, 2018

Soup’s Down! How Tired Brands Can Refresh Through Story

By Zachary Vickers The $4.5 billion U.S. canned soup industry has been flat since 2012, and Campbell’s — with 40 percent of the market share — is the face of […]

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Sep 19, 2018

You Don’t Have to Race to Zero

By Zach Kliger In countless industries, companies are content to compete on price. Rather than looking for unique ways to differentiate, they are simply content to undercut their competition in […]

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Sep 13, 2018

Decide to Disconnect: Knowing the Limits of Your Brand Story

By Hannah Landers ModCloth, Moosejaw, and Walmart; one of these things just doesn’t belong — or so it would seem initially.   ModCloth peddles well-made women’s clothing that comes in whimsical patterns and vintage silhouettes, while Moosejaw has built its […]

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Sep 7, 2018

Why Bad “Plot Twists” Ruin Brand Stories

By Zachary Vickers When Norman Mailer said that the novel was dead in 1955, perhaps he was also heralding the impending fate of independent bookstores. In 1995, Amazon become “Earth’s […]

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