Strategy, Marketing & Big Ideas
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Dear CMO:
I’m going to get this story slightly wrong because I forgot exactly where I heard it or read it, but hopefully the meaning will be clear enough. I’m sharing this with you for one big reason: if you squint at it and think of ways to apply it to what you’re doing, it might [...]
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Dear CMO:
I was sitting in a coffee shop yesterday with a colleague of mine – another influence strategist, as luck would have it – and we both watched an unfolding vignette that would go on to animate not only some of the best in social influence, but also how subtle nuances can fall flat.
It was [...]
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Dear CMO:
For every pundit who proclaims that smart brands don’t cut marketing in bad economic times there are a thousand business owners who know differently.
Everything tightens up when demand is down and marketing is no exception. Why do we assume we shouldn’t cut marketing when everyone – including us! – is reducing what we [...]
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Dear CMO:
Just a “post-it” today, but an important one. Here’s 10 plus 1 on how to maximize your returns on integrated marketing campaigns by working smarter.
1. Gifts are always more valuable than rewards. Ask yourself what you can do for your target before you look for ways to profit from them. Can you give them [...]
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