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Speed dating with innovations: What’s your innovation’s pick-up line?
This white paper explains how the communication of innovation has changed drastically and how consumers have adapted to this new reality.
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Mind the gap: Why what a brand promises and what it delivers matter
What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
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In media we trust? How our views of the media are changing
While chants of “fake news” ring out around the world, this paper asks is there really a crisis of trust in the media?
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Cognitive Battlefield Part II: A framework for packaging information
Ensuring their target audience is left with a strongly branded memory is key for any marketer. To enable this requires creating a message which is “sticky”.
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Last Impressions Also Count
How to evoke an emotional response to leave strong branded memories. While we all know the importance of first impressions, this report highlights the significance of a good last impression.
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The Secret to Unleashing a Disruptive Brand? Stop Being a Victim
This report speaks to clients to find out how to survive in a transforming market and handle the changes disruption brings.
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The Numbers Game: Measuring Audiences in the Data Age
People who fear numbers are said to suffer from numerophobia or arithmophobia. There are even those who fear specific numbers like number 7 (heptaphobics) or number 13 (triskaidekaphobics). Audience measurement is a discipline swimming in numbers and, with the emergence of Big Data to supplement or even replace more traditional survey approaches in many cases, now throws out even more numbers.
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“Moodvertising” during the World Cup
Why is the mood of the crowd so important? How can it influence the ROI of your advertising?