Total AV Isn’t a Strategy Anymore. It’s Table Stakes.
For years, the industry treated Total AV like a brave strategic ambition. It wasn’t. It was an idea that arrived early, got oversold,…
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Avoid the Discount Trap: Why Consistent Discounting Erodes Brand Value, Profitability and Long Term Growth
Marketers love a quick win. A spike in sales. A graph that moves up and to the right. Discounts deliver that feeling instantly….
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Sorry, But You’re Not the Customer: Escaping the Echo Chamber of Your Own Perspective
Marketers love to say they “get” their audience. But too often, what they really mean is they “think” they do. The trap? They’re…
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