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Evolved, Involved Creative

For a long time, communicators have said that we need to reach, target and engage our consumers with great creative. Instead, we need to be expanding how we talk about creative to reach the consumers of the future....
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Can We Cannabiz?

Cannabis is quickly becoming the “next big thing” on the cusp of breaking through all aspects of society: from medicine and beauty to food and beverages. Here are three key elements for brands and communication professionals to consider when prepping for its U.S. market entry....
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How Companies Navigate the New Normal

As corporate playbooks are getting re-written on a daily basis to keep up with this rapidly changing environment, companies are asking: How do I respond in this day and age? ...
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What Does Storytelling Actually Mean?

Every day, people read countless tweets and posts and see hundreds of images. The same applies on videos too. It’s overwhelming. All of that noise makes a communications specialist’s mission more difficult, requiring the highest level of creativity and clarity when it comes to messaging and objectives....
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Super Bowl LII Ad Review

In a game that was close and exciting until the end, the commercials, however, did not have the same sort of drama, with a few hits among many misses....
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Even a Place Can Be a Unique Brand

How does one go about branding a place? The first step is research. Most enterprises fail due to lack of relevant and constructive research. ...
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What's Next for Consumer Advocacy Programs

Conversations about your brand are happening in every nook and cranny of the Internet — among friends, family, colleagues and individuals who influence the opinions of millions of followers. There’s value and risk, in those conversations, which is why executives around the globe are showing increased interest in adding consumer advocacy programs to their marketing mix. Why is this critical for your brand?...
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APCO Forum blog posts represent the voice of the author and not necessarily the corporate position or policy of APCO Worldwide.
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