From a Common Culture to an Audience of One
The family was once a media unit. Decades of segmentation and targeting turned it into an audience of one.
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Straightforward marketing insights, practical ideas, and lessons learned from 40 years of building campaigns that work.
Dumb Questions: Where Great Marketing Campaigns Often Begin
Good ideas seldom arrive wearing a suit. Some of the best campaigns began with a question that sounded too dumb to say out loud.
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How to Lose a Brand and Win the Market: The Mantel Elephant
Mantel Brothers lost the brand that had become the category. An orange elephant, a crushed peanut and a children's storybook won the market back.
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