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From Fresh to Fatal
A strategic narrative is more than just marketing—it’s an operational compass.
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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
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Trust Us: We’re Evil
In Order to Be Trusted, People Must Know What You Stand For
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Prescription: Prioritization
Mary Scheurman is dead because Publix cares more about revenue than people.
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What Happened to Grace from Boston?
When a brand manages to upset its current customers, future customers, and their non-riding friends in 30 short seconds, it may have misunderstood its audience.
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Deadlier Than Cyanide
When a company acts in alignment with its brand promise, it strengthens trust, resilience, and long-term brand equity.
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Suffering From Premature Gratification?
People may think they want instant gratification, but what they’re really looking for is enduring satisfaction.
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Won’t You Be My … Customer?
The power of empathy and authenticity in customer relationships, courtesy of Mr. Rogers.
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What The Frap Is Wrong With Starbucks?
Starbucks’ fall from café icon to brand confusion reveals the cost of chasing everyone — and losing your story in the process.
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FCK ‘em If They Can’t Take a Joke: The Art of the Brand Apology
“My new goal is not to explain jokes.” In 2015, the Internet’s mob mentality trained its ire on Tina Fey, demanding an apology for a perceived racist joke written into The Unbreakable Kimmy Schmidt. Fey not only dismissed the accusations, but lamented the way social media has resulted in a culture that is constantly demanding…
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Where Are All the Toys “R” Us Kids?
They Grew Up, But Where Are Their Toys “R” Us Kids? “The greatest toy store there is” has decided to shutter 182 outlets across the country — about 20 percent of its total footprint. This isn’t exactly surprising, given the downward fortune of the company year in and year out. This latest effort to retrench…
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Selling Immortality: How Elysium Brands Its Impossible Promise
How Elysium built a science-backed brand story that risks outpacing its actual product
