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WeWork & Starbucks Agree: Father Knows Best

Arrogance Has Founders Seeing Red (Cups, Meat, and Eyes) By Ed Lynes Of the icons that mark the holiday season, few are more celebrated than the Starbucks Red Cup. Communities […]

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Beyond the Browser: How Digital Brands Become Tactile

Digital brands finding ways to interact with their audience in the non-digital world are fostering greater levels of connection and communication.   by Kelly Sarabyn For the first time ever, […]

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Find Your Constant and Pivot with Purpose

By Hannah Landers The scene is familiar in any popular bar on a weekend night: the crowd is four-or-five people deep, and there’s a single bartender trying to keep up […]

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Google It, Xerox It, FedEx It, Post-It: How Story Can Help Prevent Brand “Genericide”

By Zachary Vickers Barry Manilow is known for chart-topping hits like “Looks Like We Made It,” but few may realize that many brand jingles we still can’t get out of […]

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What in Palm’s Name?: Aligning Product with Purpose

By Hannah Landers Every action has an equal and opposite reaction — it’s basic science. So it should come as no surprise, then, that our increasingly technology-obsessed and evermore-connected world […]

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The Value of a Good Influence(r)

How B2B Companies are Embracing Influencer Marketing By Lindsay Cottman The word “influencer” tends to conjure images of Instafamous pseudo-celebrities shamelessly hocking products and goods to thousands of adoring followers. […]

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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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