Building a brand with purpose
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Building a brand with purpose

Users require a brand that aligns with their values and sparks a personal connection, says Blackbaud's svp of global marketing.

The new playing field for sports fans and advertisers
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The new playing field for sports fans and advertisers

Here's how brands can capture the attention and hearts of sports fans and turn them into loyal customers, says Oath's head of US field sales.

Building an inclusive brand: lessons from Charlottesville
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Building an inclusive brand: lessons from Charlottesville

Brands are using their platforms and capital to support greater inclusion and diversity, says a strategist at Siegel+Gale.

A brand's one purpose is to provide purpose to its employees
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A brand's one purpose is to provide purpose to its employees

To build a strong core, a brand's highest priority should be instilling its employees with a larger sense of purpose, says Brand Union's senior manager of development.

How to design your brand for disruption
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How to design your brand for disruption

Achieving the clear articulation of a simple purpose is anything but simple, says Mono's CMO.

Will Amazon devour brands?
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Will Amazon devour brands?

Retail is being eaten alive by Amazon and brands could be next, writes the director at Furthr.

Dove's body bottles botched the 'real' conversation
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Dove's body bottles botched the 'real' conversation

Brands must understand that there's often a gap between intended meaning, and how that meaning is received by others.

Disempowerment: Why good intentions often backfire
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Disempowerment: Why good intentions often backfire

Brands typically dramatize transformative product benefits, but instead inadvertently take consumer power away, writes the director of strategy for Burns Group.

How's your Japan strategy coming?
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How's your Japan strategy coming?

If Western agencies are serious about helping Japanese brands go international, they need to treat them with the respect they deserve.

Advertisers stay faithful to online ads, despite mounting concerns
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Advertisers stay faithful to online ads, despite mounting concerns

WFA advertiser members were quizzed on their views regarding online advertising and their investment intentions for the year ahead. This is what the survey found.

How to stop brand apathy at a neurochemical level
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How to stop brand apathy at a neurochemical level

Our brains are wired to react to newness and the potential for reward, writes an associate strategy director at Deutsch.

Look again: How to fight data blindness
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Look again: How to fight data blindness

Quantitative methodologies can tell you the what, but they often fail to tell you why, writes Possible's global chief strategy officer.

Ad industry's reaction to that Pepsi ad ignores a sad reality
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Ad industry's reaction to that Pepsi ad ignores a sad reality

Agencies seem to have forgotten our job is to sell stuff, says the chief creative officer at Droga5 London.

Airbnb's Mildenhall: Entertainment can be a marketing platform
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Airbnb's Mildenhall: Entertainment can be a marketing platform

The CMO of Airbnb on the evolution of entertainment as a marketing platform and how brands can carve out new creative spaces for consumers.

It's time to break up the Facebook-Google duopoly
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It's time to break up the Facebook-Google duopoly

In an era when two companies seemingly own the customer, it's no wonder marketers are seeking the elusive "third option," writes the chief strategy officer at iCrossing.

Pepsi broke my heart, again
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Pepsi broke my heart, again

The Kendall Jenner ad confirms suspicions that brands only want to do good in a transactional and inauthentic way, writes the co-author of "Good is the New Cool: Market Like You Give a Damn."

Google shouldn't let a good crisis go to waste
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Google shouldn't let a good crisis go to waste

The company needs to give brands the visibility and transparency they deserve, writes the founder of The&Partnership.

When content is rotten, brand safety is a zero tolerance game
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When content is rotten, brand safety is a zero tolerance game

The democratization of information and publishing comes at a price. That price is societal and commercial risk, writes GroupM's chief digital officer.

A hell of a culture clash: Why it's good that the Kraft Heinz merger with Unilever is dead
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A hell of a culture clash: Why it's good that the Kraft Heinz merger with Unilever is dead

Daryl Fielding, who has worked with both companies, gives her view on the aborted merger.

GoPro's first scripted ad delivers a relatable message about being in the moment
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GoPro's first scripted ad delivers a relatable message about being in the moment

"Capture Different" outperformed the camera brand's user-gen videos, according to Ace Metrix.

The death of the anthem ad
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The death of the anthem ad

Clients love them, but not every brand can pull off an inspirational message, says a principal and writer at Young & Laramore

The power of purpose: What the hacked Clinton e-mails tell us about branding
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The power of purpose: What the hacked Clinton e-mails tell us about branding

Thousands of emails leaked from the Clinton campaign reveal little about the Democratic presidential nominee's beliefs, writes chief global analyst at Kantar Millward Brown

Ad of the Week: 'A Love Story' signals an emotional comeback for Chipotle
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Ad of the Week: 'A Love Story' signals an emotional comeback for Chipotle

The 4-minute animated film is Ace Metrix's highest-rated QSR ad of all time, writes its VP of marketing

The silent damage of a bad Chinese brand name
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The silent damage of a bad Chinese brand name

Resonance China's Jerry Clode explains how a poorly-chosen Chinese brand name can cause "silent damage" to your brand over the long run

Ad of the Week: Mercedes-Benz drives to 'The Future' with style and grace
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Ad of the Week: Mercedes-Benz drives to 'The Future' with style and grace

The 30-second spot featuring a self-driving car outperformed nearly 100 ads tested in the category, writes Ace Metrix's VP of marketing

Five ways to reverse advertising's 'less for more' trend
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Five ways to reverse advertising's 'less for more' trend

Spend is up, and recall is down. It's time to adopt new approaches to content distribution, writes Heat's managing director

Ad of the Week: Gatorade's 'Never Lose the Love' inspires the young at heart
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Ad of the Week: Gatorade's 'Never Lose the Love' inspires the young at heart

The minute-long spot held viewers' attention and affection, writes Ace Metrix's VP of marketing

Ad of the Week: Droga5's 'employee-made' Johnsonville spot scores big in the Midwest
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Ad of the Week: Droga5's 'employee-made' Johnsonville spot scores big in the Midwest

A winning combo of comedy and authenticity, right down to the accents

What you need to know about the latest wiener war
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What you need to know about the latest wiener war

Intellectual property is a matter of opinion in Parks vs Park's, writes Siegel+Gale naming strategist

Ad of the Week: Grey Goose's lush fantasy sells the experience, not the product
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Ad of the Week: Grey Goose's lush fantasy sells the experience, not the product

Liquor brand scores high by taking research on Millennialls to hear, says Ace Metrix's VP of marketing

Ad(s) of the Week: Ford and Nissan take different paths to consumer success
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Ad(s) of the Week: Ford and Nissan take different paths to consumer success

Both ads scored high, but one hit home with people shopping for cars, says Ace Metrix's VP of marketing

The rise of the rebel brand
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The rise of the rebel brand

Frpm Trump to Equinox, brands with polarizing positions are proving popular, writes the Brand Union strategist

Unilever CMO Keith Weed on why trust is the magic ingredient that builds brands
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Unilever CMO Keith Weed on why trust is the magic ingredient that builds brands

We need trust to break down traditional barriers of working if we want game-changing creativity, Keith Weed writes

Marvel vs. DC: May the best names win!
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Marvel vs. DC: May the best names win!

What gives one moniker greater power than another?

Ad of the Week: P&G dazzles again with "Thank You, Mom - Strong"
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Ad of the Week: P&G dazzles again with "Thank You, Mom - Strong"

Wieden + Kennedy delivers another knockout punch, according to Ace Metrix research

Liar of the year
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Liar of the year

Anyone who won an award for VW work last year should be running to give it back, writes the co-founder of Genius Steals

When did Agency of Record become a dirty word?
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When did Agency of Record become a dirty word?

The CEO of The BAM Connection examines the unintended consequences of project work

Evolution or extinction: The path to brand survival is fraught with peril
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Evolution or extinction: The path to brand survival is fraught with peril

Beardwood & Co. managing partner offers three strategies for success

How to fight for your ads like Bruce Lee
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How to fight for your ads like Bruce Lee

Take out the enemy like a martial arts master, says Conversant's SVP of products

Don't get angry at the IAB for blocking AdblockPlus. Just get angry
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Don't get angry at the IAB for blocking AdblockPlus. Just get angry

Trade associations and conferences won't solve what's wrong with online advertising

Forget your logo. Sign with words
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Forget your logo. Sign with words

How smart brands are using language to brand themselves in a way simple images never could

3 things we learned from Cards Against Humanity in 2015
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3 things we learned from Cards Against Humanity in 2015

The 'party game for horrible people' has a lot to teach us about taking risks and throwing out the rule book

Pitch secrets of 2015's big media winners
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Pitch secrets of 2015's big media winners

What separated the winners from the losers in the year's big media pitches? The CEO of search consultancy ID Comms gives an inside glimpse

Content marketers: Think like a teacher
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Content marketers: Think like a teacher

The time is right for brands to deliver valuable educational experiences, writes the president of GoKart Labs

Socially responsible advertising: A marriage proposal between science and marketing
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Socially responsible advertising: A marriage proposal between science and marketing

Three leading child development scientists offer some ideas on how to advertise to kids better

A poisoned lemon
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A poisoned lemon

Genius Steals' co-founder says betrayal always hurts more when it's someone you really like

Part 1: Can you buy good content from a creative agency?
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Part 1: Can you buy good content from a creative agency?

While many ad agencies claim to have deep expertise in content strategy and creation, there are few that can actually deliver against it, says Meredith Xcelerated Marketing's EVP

When interface brands enter the real world
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When interface brands enter the real world

The manifestation of interface brands in the offline world is a collective yell for substance, writes TBWA\Chiat\Day LA's chief strategy officer

Why it's time to turn back the clock on Baby Boomers
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Why it's time to turn back the clock on Baby Boomers

With Baby Boomers controlling 60% of consumer spending in the US, marketers who obsess over Millennials are missing out on a huge opportunity

Why brands should buddy up with Snapchat
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Why brands should buddy up with Snapchat

Tash Whitmey, CEO of Havas Helia, argues it is time for brands to make friends with Snapchat

My Cannes prediction: Awarding bravery
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My Cannes prediction: Awarding bravery

The courage to lead rather than follow is a virtue the industry must reward

My Cannes prediction: Predictability
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My Cannes prediction: Predictability

72andSunny partner and ECD says "Like a Girl," "The Other Side" and "Penguin" will continue their awards season sweep right down The Croisette

What Generation Z spells for brands
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What Generation Z spells for brands

The worldwide director of J. Walter Thompson's Innovation Group takes the measure of the next market

Restoring Barbie: The CEO's Golden Rules for modernizing a legacy brand
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Restoring Barbie: The CEO's Golden Rules for modernizing a legacy brand

Grace Blue's North American CEO describes what it takes to bring a brand back from the brink

Why Whole Foods' play for Millennials misses the mark
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Why Whole Foods' play for Millennials misses the mark

Cintell CMO says Whole Foods' demographic segmentation is primed to backfire

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