Harvard Business Review

OCTOBER 20, 2015

We find that brand homes are most effective in combination with other communication and content platforms as part of a holistic marketing strategy. They complement a brand’s investment in mass media, digital and direct marketing by providing a longer and lasting emotional experience. The New Tools of Marketing.

Brand 8

Brand Storytelling Trout Retail 8

Harvard Business Review

MARCH 21, 2016

As I previously wrote for Harvard Business Review, marketers do need to think more like publishers , but they also need to act more like publishers if they are ever going to be able to hold an audience’s attention. That’s what creates meaning for the audience. Yet for publishers, the editorial mission reigns supreme.

Content 8

Content Marketing Audience Brainstorming 8

Harvard Business Review

OCTOBER 28, 2016

An emotionally bonding, moving, and persuasive storyline. Graves: It’s true that they’re all important, but if you don’t get the messenger right from the very start, your audience will reject everything else. The intended audience is Republicans, not Clinton supporters.

Audience 8

Audience Film Public Relations Loyalty 8