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To Win People Over, Speak to Their Wants and Needs

Harvard Business Review

During Tootsie, walking in the shoes of a woman had such a profound impact on Dustin Hoffman that, 30 years later, recalling his decision to make the film brought tears to his eyes in an interview with the American Film Institute. The same thing happens in business all the time.

Film 8
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The Big Picture of Business – The Realities of Branding… Slogans that Mislead

Strategy Driven

This is not written to take swipes at responsible branding, marketing and advertising. Branding is a sub-set of marketing, which is a sub-sub-set of corporate strategy. Cause-related marketing materials. My analysis: The stock market looks primarily at profits…one small part (1%) of the business picture.

Brand 50