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Oct 3, 2022

Unlimited Capital Can’t Buy Customer Engagement

by Jack Truschel After 70 holes of golf played over four days, Cam Smith led Rory McIlroy by just one stroke. With only two holes remaining, and with the infamously […]

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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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Sep 10, 2021

Keeping Communities Safe

When brands create communities, they take on an unspoken role to protect its members. Decisions that exclude certain members of the community don’t just cause disappointment–they leave communities feeling abandoned […]

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Apr 9, 2021

Atomic Disruption

When Community and Quality Find Its Footing By Rachel Fox When Sidra Qasim finished high school, she was faced with a situation in which nearly all young Pakistani women find […]

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Oct 16, 2020

Pass the Mic to the Smitten Customer

By Andrea Bullard By the time David Beckham agreed to serve as a brand ambassador for Samsung in 2012, the list of products endorsed by the soccer star had already […]

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Apr 9, 2020

Narrow Focus, Broad Impact

By Rachel Fox Anthony Bakker was working as a banker in New York when he answered a help wanted ad: the Nightingale-Bamford School needed someone to implement a computerized system […]

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Nov 12, 2019

Never Forget Your Roots

How Brands Can Build a Future While Knowing and Appreciating Their Past By Dante Pannell Before he met with Unilever execs at their Park Avenue skyscraper; Before he sold his […]

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Jun 18, 2019

Recasting the Past

Using Nostalgia to Create an Audience Connection By Hannah Landers “What is the charm that makes old things so sweet?” Although novelist Sarah Doudney penned this phrase in her 19th […]

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Jun 12, 2019

It Takes 80,000 Distinct Tastes to Build One Netflix

How Content Communities Fuel Brands By Dante Pannell Grace and Frankie, Netflix’s coming-of-aging series starring Jane Fonda and Lily Tomlin, commenced its second season with a mandate to make an […]

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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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