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Customers are Key to Innovation

May 29, 2018 By Carla Johnson Lynn Bonge was a larger-than-life executive with a scant shock of salt-and-pepper hair who grew up in a small Nebraska town not far from where I did. Twenty years my senior, Lynn had an enviable reputation in the architecture industry for the wacky ideas he brought to the table and how, somehow, he got …

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Digital Transformation Challenges Hindering Customer Experience

May 15, 2018 by Mitch Duckler When it comes to digital transformation, change is constant, and it’s evolving faster than ever. The world has become far more digital, consumer expectations have changed dramatically in recent years, and so much more is technically possible today than even just five years ago. You can’t read an article or go to a conference …

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The Truth About Brand Extension into Unlikely Categories

March 6, 2018 by Mitch Duckler Many companies try to benefit from the equity of their established brands by launching brand extensions—new products that are introduced under an existing brand name. In our previous post, Why So Many Brand Extensions Fail, we discussed how extending brands has the potential to both heighten acceptance of  new products/services and generate positive spillover effects …

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Design Thinking: What It Is and Why It Matters to Marketers

May 2, 2017 by Carla Johnson When people hear the word “design,” it conjures up images of architects, graphic designers and maybe a programmer. These are the people who stereotypically take an idea or concept and bring it into the real world. They put different pieces together, many of which seem unrelated, and ultimately solve problems for their clients. But …

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The Secret Phrase that Jump Starts Creativity

January 12, 2017 by Carla Johnson Great ideas seem to be a chicken-or-the-egg conundrum. Are companies fertile with fabulous ideas because they woo creative people? Or is it the creative people who create the culture? Companies that consistently crank out innovative work have learned how to streamline the process – even the parts that allow for uncertainty and chaos. But …

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Play Your Way to More Innovative Customer Experiences

December 6, 2016 by Robert Rose In January, Facebook held its 50th hackathon, a 24-hour Red Bull- and coffee-infused get-together where coders work on innovative applications or new features for existing products. These kind of events are legendary in Silicon Valley, of course; Facebook isn’t the only company to conduct them. Microsoft, Yahoo, Google, and just about every open-source organization …

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What Marketing Can Learn from IT About Content

April 14, 2015 Marketing sets the tone and pace for content strategy, but there’s a great deal marketers can learn from their IT counterparts. More than a decade ago, 17 software developers gathered for a weekend to talk about development methods. One of the outcomes was the Agile Manifesto – a document that shared the groups’ belief of a better …

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How to Create a Thought Leadership Strategy That Supports True Innovation

February 3, 2015 Thought leadership is a common approach for companies wanting to establish credibility within their industry and stand apart from the crowd — and for good reason. It’s true that thought leaders tend to be the most successful professionals in their fields, and because of this, have more influence over their audience. The problem is that people throw …