brand marketing

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  Acquisition

  Gillette’s New Ad—Razor Sharp or Cutting it too Close?

  Gillette’s new spot has sparked passionate dialogues. But despite lots of support, some said
  the Gillette spot painted men in a bad light and sparked the hashtag #BoycottGillette.

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  Agencies

  Brand as Star? Supporting Actor? Director? Producer?

  Aspiring to play a specific role in the customer’s mind is, or should be, a focus for brands. But what role should they play? Hero? Mentor?

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  Agencies

  Why Brand Marketers Need to Truly Connect With Consumers

  Learn the pitfalls brand marketers need to avoid when trying to build relationships with consumers.

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  Agencies

  Does Your Brand Have Soul?

  In the “Age of the Customer,” the key question for branding has become: Does your brand have the attributes—the soul—to attract the right audience?