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Come On Down, Everyone Is Welcome At The Altar of Creativity

Media is powerful. In fact, just one potent article in a trusted magazine or newspaper has the power to inspire us, shape us and lead us to new places. Take "The Brand Called You" by Tom Peters. The article first appeared in Fast Company on August 31, 1997. Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of …

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Vodka Brands Need Advertising Like Cuckoo’s Need Clocks

Comedy writer and actress Lauren Reeves is helping Adweek readers understand the pointlessness of vodka advertising. "Alcohol is a necessity," she claims. "Don't worry, we're gonna buy it." Reeves' analysis is not the most astute I've heard, but I think I follow her meaning. People are going to drink. But which type of alcohol will people drink, and which brand? Fortunes are made and lost in response …

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Order Large Buttered Popcorn and Save Yourself from Cinema Advertising

Chew on this...the act of chewing negates the efficacy of adverts, particularly in movie theater settings. According to a new study by a group of researchers from Cologne University, the reason why adverts manage to imprint brand names on our brains is that our lips and the tongue automatically simulate the pronunciation of a new name when we first hear it. Every time we re-encounter the name, our mouth …

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Crushing Copper with Annie Heckenberger

Editor's note: Please welcome Annie Heckenberger of Red Tettemer O’Connell + Partners to AdPulp. Her first post is a "get to know me" piece and an excellent intro to her fast moving world. I have this favorite childhood memory. Every Friday afternoon in the summer, my best friend’s mother would drive my best friend, her younger brother and me to the Atlantic City train station to pick up their dad. We’d bypass a …

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Customer Service Defines Your Brand In A Way Advertising Never Will

Impatient, are we? Not so much by nature, but by digital design. If something takes a few seconds to load, for instance, we act as if we are being cheated of precious time. The powerful multi-way communication channels we now rely on have also reset expectations. Emails can sit there unanswered, but ignoring an Instant Message is another issue entirely. Now, take that concept to Twitter and Facebook. According …

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Optimize Your Content To Support Marketing and Drive Sales

Few bloggers keep me, or anyone else, interested for long. When one does it is worth noting. Geoff Livingston writes beautifully about marketing, and content marketing in particular, which is not easy to do. Given the level of noise in the sector at the moment, I appreciate his insights and skilled delivery all the more. Here's a recent clip: Marketing is not the final product. Yet for some reason we …

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No Need To Hide, Just Make Advertising And/Or Content Worth Showcasing

On this week's edition of The BeanCast -- the best podcast about Marketing on the air -- I claim that "Native Advertising" is the dumbest term that I've ever heard. And it is, but even worse than the term itself is the fuzzy thinking behind it. It's no wonder that no one even knows what it means, much less how, when or why to execute a Native campaign. Rebecca Lieb an analyst for Altimeter Group, writing for …

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Targeting Is Futile When Our Audience Is Everyone, Everywhere

"Opinions are like assholes. Everybody's got one." This little truism is especially true today. We're all critics, even when we're consumers at the same time. So can brands narrowly target an audience anymore, or will they hear about their marketing from everyone, regardless of whether they're the target? Case in point: The recent Mountain Dew "Goat" ads that were deemed offensive by almost -- but not quite -- …

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