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Woman offers a mask to the camera; give-back brands thrive in times of crisis

Why Give-Back Brands Thrive in Times of Crisis (And How Your Brand Can Get Involved)

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People have been obsessed with the end of the world since its beginning. For ages, we’ve churned out dystopian fiction and monster movies—think Godzilla stomping across Tokyo or post-societal collapse classics like Mad Max. From a young age, we’re trained to believe that those who survive will have to rely on their individual strength, wit, […]

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a woman in her home office, working from home during a video conference; how-to for virtual meetings

Working from home? Here’s how to keep virtual meetings professional

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Now that we’ve emerged from the longest March in recent memory (who knew one month could last five years?), many of us are settling into new routines. We’re finding new ways to power our workdays, find work-life balance, and maintain a sense of professionalism. Of course, as with anything new, there are always a few mishaps. That’s why we’re here with a how-to on keeping video conferencing professional during the age of social distancing.    Just in case you’ve been rafting the Grand Canyon and don’t know what we’re talking about: we’re in the middle of a global pandemic. And […]

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The Dos and Don'ts of Brands Interacting on Social Media

Don’t @ Me: The Dos and Don’ts of Brands Interacting on Social Media

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Social media is a necessary component of any brand’s marketing strategy. For some, it’s a necessary evil. For others, it’s the lifeblood of their brand voice. Whatever the case, communicating with your audience on social media is an art.  So, how do you perfect this art form? And how much is too much when interacting

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Marketing in the reset: COVID-19, health crises, and more

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10-min 10-sec read, by Christina Brown In a short period, human and market behavior has undergone massive changes due to the rapid onset of COVID-19, or coronavirus. From running out of stock on staples to the closure of schools to cancellations of major international events and mandates for business closures except for those considered “essential,”

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Bowflex and brand evolution

What 30 Years of Bowflex Ads Tell Us About the State of Modern Marketing

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Sometimes, looking in-depth at a specific brand can give us insight into the marketing field as a whole. In the case of Bowflex, its 30-year history showcases the changing marketing industry and, even, changing cultural norms. Marketing for wellness brands––any brand––today involves speaking to your audience honestly. And understanding them beyond dollar signs.    Bowflex brief history  When you think Bowflex, you likely picture their original machine complete with a bench beneath rods of varying resistance and height. And while their product line has expanded and company vision matured (more on that later), the original machine was where it all […]

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Google guaranteed ads example

How Google’s Guaranteed Ads Might Impact Your Brand

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Few things in the SEO space are stagnant. It seems as if once one system becomes the standard, another takes its place. Before, it was Google AdWords shaking up the industry. Now, it’s Google Guaranteed ads.  So, what gives? Is this new system going to disrupt your Google advertising? And what does it mean for your brand? We’ve got you covered on all that and more.    What are Google Guaranteed ads?  Guaranteed ads are Google’s answer to protect users looking for home service industry businesses. Its first iteration focused specifically on locksmiths, plumbers, and handymen. The intent? Protecting homeowners […]

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brand purpose example with Northerly donation

Brand Purpose: How Can You Tell If You Have It?

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No brand is an island. Each is connected in a complicated nexus that interacts with people and culture in impactful ways. Brand purpose is how you moor yourself in this chaos. How your brand stays centered, relevant, and meaningful.  Consumers are pickier than ever about purpose-driven brands. Don’t be the one left behind.    Okay, so what’s the deal?  If you understand what a brand is and you know what having a purpose means, you’ve probably got a good idea of what brand purpose is. However, the term is more complicated in practice than in theory.  A brand purpose epitomizes […]

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