Graeme Newell

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What Liquor Can Teach Us About Smart Marketing Strategy

Highlights: When most of the products in a category aren’t much different from each other, brands must transition from belaboring minuscule feature differences to building the ego of their customers. Companies must have the courage to honestly assess when their product category has matured, then decisively move away from feature marketing. Great companies have one …

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Marketing Mistakes – Buying into the Lies that Customers Tell Themselves

Highlights: Most customers cannot vocalize their true motivations for buying. Customers evaluate with their minds, but buy with their hearts. All ads must craft a dual sell – one for the conscious mind, and a completely separate one for the subconscious mind. Over-reliance on qualitative research will lead to ad campaigns that make a strong …

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Social Media Marketing Best Practices: Building from the Relationship Up, Not the Sale Down

Highlights: Social Media Marketing requires a relationship strategy, not a quick-sale strategy. The best social media marketing campaigns make friends first. Only then do they market for a sale. Your company must show a personal side and let its hair down a bit. Too many companies fail to break out of corporate communication mode. Download …

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