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ISDose

It’s A New Year, What Should We Be Asking Ourselves?

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25-Questions-That-Help-You-Understand-Yourself-and-Unlock-Your-PotentialIt’s a New Year. Somehow, even if we don’t believe in New Year resolutions, we use the New Year as a moment to refocus and reset. For those organizations on a calendar fiscal year, it’s a restart—new goals, quotas, perhaps shifted priorities. Even for those organizations with a different fiscal year, subconsciously we tend to reflect and reset much of what we to.
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How to Start a Cult … Brand

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Cult-Branding-Customer-Insights-1024x580Heaven’s Gate, Jonestown, Scientology, Manson Family … destructive cults abound.

Destructive cults manipulate their members and do not care about their well-being. It’s no wonder why “cult” has become a dirty, four-letter word.

Not all cults, however, are destructive. At their cores, cults are groups that demonstrate a strong commitment towards someone or something.

Many cults are benign, harmless. In fact, they can be helpful to their members’ well-being. Some cults even have the power to elevate and inspire their members.

When a benign cult is centered around a brand, we call it a Cult Brand. Read More

TV Advertising Is Usually Not Worth It

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Companies spend vast sums on commercials, but it’s been difficult to gauge their effectiveness. A new study offers a more reliable method—and some bad news for many brands.

Organizations pour a huge amount of money into running ads on traditional TV networks—about $66 billion in 2019, according to one estimate. They must believe that such costly marketing efforts are driving sales. Are they right? Read More

Why marketers are now in the Era of Unintended Consequences

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unintended consequences

 

The people of the world have been whacked out by the fear, grief, and upheaval of a pandemic. Some of the consequences are obvious. We’ve learned new ways to work, shop, learn, connect, date, work out, and entertain ourselves, to name a few. But perhaps our marketing future will be determined by unintended consequences we can’t fathom at the moment.

It is going to take a long time to sort out what goes back to normal and what new norms transcend the pandemic. I’d like to want to share a weird little story that illustrates a much more subtle, and perhaps profoundly more important, business consideration as we emerge from our suffering. It starts with a playful child.

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Avoiding the Pitfalls of Reactive Marketing (Article 3 of 3)

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Now that digital is disrupting every industry and job function, it is no wonder marketing has become agile.

Annual plans have given way to quarterly plans that usually end up getting scrapped for whatever is happening at the moment. Every marketing team is practicing some form of agile or reactive marketing.

In fact, today, a marketing team that can turn on a dime is critical to an organization’s growth. Read More

4 ways Google looks for emotional intelligence in job candidates

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4 ways Google looks for emotional intelligence in job candidates

EI is a sought-after quality. Here are some ways people at Google look for it during the application process.

Job candidates going through the hiring process at Google may be familiar with “Googleyness,” a set of qualities typically found in people who are successful at the company and have added the most to its culture. The meaning of the eponymous adjective has changed over time and, today, includes six qualities:

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