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CATEGORY: Advertising
Emotional Branding by Citi
August 20th, 2014 by Cindy Wendland on Beneath the Brand
Nothing is more appealing than when it has an emotional tie. It grabs your heart and soul. Marc Gobe wrote Emotional Branding: The New Paradigm for Connecting Brands to People in 2010. He says, “Emotional Branding is about this amazing relationship and connection people have with some brands. But I wrote my book Emotional Branding because I could see...."

The Brands Behind Duct Tape
July 31st, 2014 by Cindy Wendland on Beneath the Brand
In Seventeen magazine, Duck Tape brand is running an ad promoting back-to-school style with Duck Tape. Their website shows many back-to-school projects called "ducktivities." In our house, a binder from the last school year was patched up stylishly with a pickle design duck tape...
Changes? Over My Dead Body
July 29th, 2014 by Jerry Northup on Beyond Madison Avenue
Writers don’t like changes because they generally think of their words as children. Not a big secret, but not necessarily a bad thing. I do believe that for copy to be authentic and persuasive, some degree of personal attachment is essential. Then, and only then, can a good writer let it go. It’s not all about you (except when it is). This is a crucial point.
Marketing Fashion for Fall That is Unavailable
July 28th, 2014 by Cindy Wendland on Beneath the Brand
Have you ever picked a day to go clothes shopping, went to stores, and just couldn’t find anything? It happened today, so we switched gears and told family members to look for something and they had no problem finding what they wanted. Maybe it’s just tough to be a woman shopping for fall fashion. We used to wait for the three-inch thick Sears and JCPenney catalogs to come out in the summer. Then we would spend days browsing through the catalog and bending down the corners of all the pages where we found outfits we loved. These days the fashion magazines show spreads of great fall fashions, and we fill our heads with ideas of clothes and shoes we want for the season.
Move Over 'Like,' Here Comes the New 'Buy' Button
July 22nd, 2014 by Jessica Cherok on Digital Pivot
You come across something in your Facebook feed and think, “I must buy that!” Well, Facebook may be looking to make it a whole lot easier for you to purchase items without ever leaving the site. At first, Facebook promised it was not going to add a “buy” button to its posts.
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