Predicting the future is an often unspoken requirement for marketers. And honestly, most of us just get better at feigning wisdom after the fact, or making predictions with some wiggle room for changing tides. More often, we’re as blindsided by the spinning world as…
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Marketing, Storytelling, Writing
I know, I know. “You’re marketers, designers, former television producers, teachers… but journalism?” Hear us out. Journalists are some of the best writers and editors in the world, and writers from every discipline should pay attention. A few years ago, I took an online…
Storytelling
“I’m getting married.” A wisp of hickory smoke rose lazily from my decanter. I was about to taste the second-best Old Fashioned I’ve ever tried. Sue was eyeing her own decanter, preparing to try the same drink. Jen and Tony had fancy cocktails too,…
Marketing, Storytelling
Marketing personas need to draw from research and real client interactions, capturing mindsets and emotions instead of trivia and census data.