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Generational Marketing: Breaking free from stereotypes
How to build brand success across generations with the power of empathy
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Unlocking the Value of Creativity in Advertising: How to Bridge the Creativity Gap
Have you ever wondered about the role of creativity in advertising? If the answer is yes, you're not alone in your curiosity. Creativity is the elusive yet indispensable fuel that powers effective advertising.
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Three keys to unlock brand success: shaping EXPECTATIONS, integrating CONTEXT, acting with EMPATHY
Brands are no longer in control. In a dynamic world, people are. Brands can make powerful connections and bring more to their lives by actively shaping their expectations.
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The myths and realities of social intelligence and analytics
While social intelligence is a growing space, there are still plenty of misconceptions about what it is and how it works.
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Sustainability and Advertising: Friends or foes?
How can advertising and sustainability work together to support a more sustainable future and responsible brand growth?
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Social listening: Higher education’s competitive advantage
As competition among universities rises, many are turning to social listening to attract students and grow their brands.
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Advertising in a time of crisis. What we’ve learnt so far…
As we emerge from lockdown, it’s unlikely that we will resume pre-2020 behaviours, and the full impact that this has on advertising and brands continues to evolve.
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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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An Efficient Alternative to Concept Optimisation
In real life, who has time for two steps when you can do it in one?