By Maggie Huntwork

Latest Articles

April 5, 2022 Accelerator

How To Beat Challenger Brands At Their Own Game

There has been a lot written on challenger brands and how to succeed as one. But what if you aren’t a challenger brand? What if you are the brand that is being… challenged? Category leaders often make the mistake of relying on their (typically) larger marketing budgets to play defense and outspend the emerging competition.

April 5, 2022 Brand Building

Consumer Personas: The “Characters” of a Brand’s Story

Every story needs characters. Dynamic, multi-dimensional individuals that push the action forward and enrich the narrative with relatable motivations and provocative decisions. But stories aren’t just limited to the pages of a book or the constraints of a screen. Stories are everywhere. Stories permeate our culture and our history.

April 5, 2022 Career Leading

Top Innovation Conferences You Can Still Attend in 2022

After nearly 2 years of virtual-only versions, many top innovation conferences have returned to an in-person format for 2022. And the good news is that even though we are now officially several months into 2022, there are still plenty of opportunities to catch some of the most inspiring innovation conferences of the year.

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