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The marketing of Donald Trump

A fundamental rule of etiquette is to never talk about religion or politics in polite company, but the rise of The Donald is too fascinating to NOT talk about, assuming I am now in company that is, in fact, polite. So let’s set aside the polarizing politics that are driving …

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Why you need to get it right with your ad claims

Awhile back, Dan wrote a blog about how hyperbole will ultimately invalidate your message due to its insincerity. But there’s another pitfall with hyperbole: legal woes. On a legal level, there’s a fine line between truth and fiction. Hyperbole and puffery walk that fine line and occasionally trip over it. The …

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The Masters, marketing, and the state of golf

As we golf fans get ready for The Masters—arguably the greatest PGA tour event of the year—we marketers ponder the state of the game, the ever-evolving sponsorship value of those who play at the professional level, and the shifting sands of what is generally considered cool in modern America.   …

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Finding the Ideal Target Audience

Marketers always talk about the “target audience,” and for good reason. A target audience represents people who buy, or perhaps more accurately, who you want to buy, your product or service. They can be defined by demographic metrics: age, gender, income, size of household, occupation, and other information that can be …

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Is it time for a new website design?

Consumers are changing, and changing consistently. There has been a shift in the importance of what you do to how you market what you do (refer to Dan’s post Marketing, Advertising & the Search for Meaning). More than likely you are not the only company doing what you are doing. You …

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