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First The Bubble, Then The Burst
When Beanie Babies shifted focus, the brand abandoned its original purpose and its audience
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Caught at a Customer Crossroads
How brands can navigate changing customer expectations by staying true to their core values while adapting strategies.
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Defying Disruption
True disruption requires not only innovation, but an established sense of what cannot change, and anchoring any advances on those key cornerstones of the industry.
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“How to Marie Kondo Your Brand in 4 Easy Steps!”
While it may be cute to use ‘KonMari’ or ‘Marie Kondo’ as an SEO play, the idea of truly embracing ‘Marie Kondo Your Marketing Strategy’ should be terrifying to all involved.
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It Takes 80,000 Distinct Tastes to Build One Netflix
Understanding diverse audience preferences through data-driven personalization has been key to Netflix’s success.
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The Limitation of Imitation
The importance of authenticity and original storytelling in building trust.
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Don’t Mail It In: Find Your Brand’s Perfect Partner
The significance of aligning brand partnerships with core values to ensure authenticity and mutual benefit.
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Customers Don’t Give a Duck
Experience, and the story that defines it, are what propels marketing forward. Not vice-versa.
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On Beat, or Off Brand?
How music and branding align with cultural elements to enhance brand storytelling.
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Hitting the Sweet Spot: When to Get Your Story Straight
A compelling brand story is crucial for sustained success. Crumbs Bake Shop is a cautionary example.
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Google It, Xerox It, FedEx It, Post-It: How Story Can Help Prevent Brand “Genericide”
Emotional storytelling makes well-known names meaningful — and unforgettable.
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Consumers Have the Best Bull$#!* Meters: Authenticity and Story in Brand Names
WW’s rebrand shows that a name can empower when it is rooted in a story that is honest, emotional, and true to the brand’s purpose.
