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Mar 8, 2021

Think Inside the Box

By Andrea Bullard In 1968, 3M scientist Spencer Silver stumbled upon “a solution without a problem.” Intent on developing a strong adhesive for airplanes, he instead created a low-tack one—weak, but […]

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Mar 1, 2021

Why the Perfect Customers Swipe Right

By Eric Harrison Even in the midst of a global pandemic, it’s as easy to find a romantic partner as it is to order DoorDash. 30 percent of U.S. adults […]

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Dec 29, 2020

The Game is Afoot

Tapping into New Markets through Brand Story By Meghan Termat Imagine this scene: A large arena with blinding lights illuminating a captive audience; loud music pumping from speakers; people sporting […]

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Nov 13, 2020

Kill Your Darlings

When Your Brand Becomes the Monster It Set Out to Destroy By Hannah Landers Music is intensely personal for each listener; it’s the soundtrack to first love, heartbreak, celebration, and […]

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Sep 25, 2020

The Strength in an Aspirational Brand

Throwing Weight Behind the Right Brand Message By Hannah Landers “Make yourself a gift to the world.” This is the message that fitness brand Equinox chose to broadcast to its […]

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Aug 4, 2020

The Quibi Quandary

When Strategy Doesn’t Align with Story By Hannah Landers 2020 began as another year in the Golden Age of television. It was also supposed to mark the dawn of the […]

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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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Apr 2, 2020

Under Pressure

Why Smart Decisions Require Story-Driven Precision By Hannah Landers Whether they were calling, texting, or playing snake, if someone had a cell phone in their hands during the late 1990s […]

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Mar 17, 2020

A Case of Mistaken Identity

No, Every Company Is Not a Tech Company By Hannah Landers What do a coworking space, a dog-walking service, vitamin delivery subscriptions, a ridesharing service, and a fast-casual, salad-slinging restaurant […]

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Mar 11, 2020

The Welch Legacy: Rank it, or Yank it?

By Kenly Craighill Jack Welch, the “Manager of the Century”, the “CEO of CEOs”, and General Electric superstar died on Monday, March 1, 2020. After being named the youngest-ever CEO […]

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