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May 19, 2022

To go green, brands must first go deep on brand alignment

Greenwashing can reveal a lack of understanding of a brand’s true values by Kaylyn Sidle  Consumers are quickly realizing that individual efforts to fight Earth’s escalating social and ecological crises […]

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Apr 12, 2022

Baseball’s Back, As Inconsistent As Ever

by Joel Hulsey Prior to 1969, Major League Baseball (MLB) was a brand without an (visual) identity. Certainly, a century of existence had provided MLB dominance within American culture, but […]

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Feb 21, 2022

Going Retro The Right Way

Nostalgia can make for strong marketing messages, but it’s a flimsy foundation for lasting brand loyalty By Kaylyn Sidle There it is. That checkout-aisle bubblegum you vividly remember begging for […]

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Jan 14, 2022

If Your Brand is Customer-First, Then Why Am I Still on Hold?

Maybe it’s time to admit that it’s not pandemic-related: most brands really just don’t care about their customers   by Ed Lynes This past year, millions of Americans spent their […]

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Dec 6, 2021

The Power Of The Underdog

Consumers increasingly rally to upstarts willing to tackle the problems market leaders ignore. by Eric Harrison • Patagonia’s founder made environmental preservation an essential part of the brand • Other […]

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Nov 30, 2021

The Broken Business of Death

Story misalignment makes any company vulnerable to disruption, no matter how big or essential they are.  By Hannah Landers • SCI built its business around a promise of “empathy and […]

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Oct 25, 2021

Manufacturing Mythology

How Caterpillar became legendary by focusing on outcome over product by Andrea Bullard • Research shows that stories are the key to making people organize and act • Brands like […]

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Jul 20, 2021

Keep It Real

Separating Fact from Fiction in Your Brand Story By Hannah Landers On New Year’s Eve, the unthinkable happened to a group of tourists in New York City: An undetected home […]

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Jul 13, 2021

Walking a Thin Storyline

By Logan Krum From the time he was 16 years old, Richard Branson saw opportunity and transformed it into a business. Through a series of ventures spanning Christmas trees, a […]

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Apr 2, 2021

The Wall Street Rebel That Wasn’t

Robinhood told a story that didn’t line up with its reality By Jeromey Lloyd GameStop sells video games the old-fashioned way: peddling physical media in brick-and-mortar stores in an industry […]

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