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Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands.
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Can strapping on a headset that puts you in a mountain meadow induce you to visit that actual meadow on your next vacation? The travel industry thinks so, and last week's Globe article "Can virtual reality bring real tourists to B.C.?" practically yodels "YES!" in reply. I beg to disagree.
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Although there may be risks for companies in leaking secrets, the researchers make a strong case for doing so when appropriate. It appears that some of the most prolific and careful leakers are also among the most profitable companies in the world.
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The line between celebrity and athletes has grown increasingly blurry over the past number of years. It is common to see athletes on late night TV or attending the latest Hollywood award shows. This environment -- typically reserved for actors and actresses -- has given athletes the opportunity to showcase their fashion sense off the field of play.
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What small business and startups can learn from Fortune 500s? What can SMBs do as well as (or even better than) Fortune 500s, without a Fortune 500 budget? The answer is in changing consumer attitudes. Markets and marketing have undergone huge changes in the past decade. So have consumers.
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One symbol has become a powerful tool for connecting with intended audiences on social media: hashtags. They help expand a social network, allow one to participate in important conversations and increase online visibility. While using hashtags on social media may seem like common sense, knowing how to use them strategically is key.
It seems that you can teach an old dog new tricks. Even in its golden years, Campbell's brand is still young at heart. They know the market and consumer landscape is changing, so they're addressing these issues and concerns head on.
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Consumers are not static groups. They are not one dimensional. For marketers, they are a dynamic collection of varying behaviours. And the insight we have into those behaviours is immense. Marketing to behaviours means marketing to a series of demands, habits, visits and more.
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It's not easy to be a small business taking on established competitors, especially during the holidays. With many risk-averse customers sticking with well-known brands and tried-and-true solutions, SMBs in the retail space need to work hard to cut through the noise and reassure nervous consumers.
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One of the more potentially controversial policies promised by the Liberals is the legalization of marijuana. Whether we agree with it on not, Canada is likely to see marijuana openly available for sale within the next four years. Pot is about to get hot.
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There is no mathematical ratio to help determine how many parts video versus written content to add to the mix when building the ideal website to showcase your brand, but it is important to combine both written and video content to most effectively get your message across.
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Today we know that the state of the planet affects the way we are doing business. With climate change comes risks and opportunities. We all know the risks. The opportunity for brands starts with marketing leadership, and the reward is an improved brand and reputation.
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We're awash in content. Blog posts, infographics, whitepapers, webinars. The list goes on. Investment in content marketing is a double-edged sword; more players, more content, and higher budgets mean more noise and less effectiveness. We're all competing for a scarce resource - attention.
Producer Albert R. Broccoli figured out how to make a ton of gold bullion and keep people coming back 50 years later, despite repackaging the lead a number of times. Agent 007 can teach us a few things about brand eminence and brand longevity.