Marketing and Research Consulting for a Brave New World
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Cracking the code; creating great brands

In: branding
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My interview with Pat Hanlon, author of Primal Branding on the role of stories at creating great brands. Joel Rubinson: You have said that a great brand needs a great creation story. What do you mean by that and why is it so important? Patrick Hanlon: Actually, what I have said is that great brands […]

Marketing organizations need to ask the question of themselves, “Who owns social media?” Social media is at the intersection of PR, advertising, customer care, and consumer insights, so who owns it? I mean that both in the sense of within the marketing organization and also in the ecosystem. Furthermore, whoever owns it will accept a […]

An Industry Event That Will Affect the Future of Research

In: research transformation
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We at the ARF want to thank the thousands who were part of the ARF Re:Think2009 annual conference. The fact that this year’s attendance was in the thousands and approached last year’s record high meant attendees would be particularly demanding about value received in this very tough year. And yet, feedback we received from attendees, […]

Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? […]