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True Stories

Tips, tools and our opinions on what's important to communicators.
bring messaging into the modern age

How to Bring Messaging into the Modern Age

True story: most messaging documents are a joke. You know the drill. Before you launch communications around a brand, product, or service, you need to figure out why your target audience should care. The usual scenario involves penning messaging based on any existing, most likely outdated...

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brand communications

Brand Communications in the Age of COVID-19

Companies are navigating new ways of working and communicating during the COVID-19 crisis, as well as preparing for what lies ahead. It’s more important than ever to showcase support and thoughtfulness to customers while simultaneously demonstrating to employees their value to the organization. Here are a...

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Is Your Brand Tracker Old-Fashioned?

Checking the Pulse of Brand Trackers As marketing researchers we often ask questions like: “What brands do you think of when you think of tennis shoes?”  After all, according to canonical theories of brand marketing, we need to identify what brands come to mind when thinking...

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