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Consumers Have the Best Bull$#!* Meters: Authenticity and Story in Brand Names

By Zachary Vickers Recently, Weight Watchers announced they would be known as “WW.” Armed with a new tagline, “Wellness that Works,” the 65 year-old company made a bold and strategic […]

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Falling in with the “Bad” Crowd

Don’t Let the Wrong Customers Define Your Brand By Hannah Landers It’s small. It’s sleek. It’s become an emblem for those in the “cool” crowd. Although this might sound like […]

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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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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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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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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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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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Selling a Story You’re Not Telling

Craft a Narrative Built for Indirect Customer Marketing By Lindsay Cottman A staple of camps and classrooms is the children’s game “telephone.” The kids sit in a circle, and work […]

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From Cyberspace to Retail Space: Building Brick-and-Mortar Connections in the Digital Age

By Hannah Landers Retail is dead. Bankruptcies and store closure announcements from seemingly timeless brands like Toys “R” Us, Walgreens, and Macy’s have firmly ingrained this sentiment into consumers’ minds. […]

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Your Company Isn’t the Uber or AirBNB of Anything

(And that’s okay.)   By Zach Kliger “We’re the Uber of babysitting.” “It’s like AirBNB for bikes.” “Imagine Uber for dog walking.” It’s the shorthand founders of supposedly innovative companies […]

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