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CMO

How a CMO can draw out customer-led innovations with a little help from innovative technologies.

When You Don’t Need Data

Sometimes even data’s deepest devotees prefer to think beyond numbers.


You Can’t Own Your Customers’ Decision Journey, but You Can Try

The job of marketing is not to sell more stuff. It is to solve consumers’ biggest problems during critical points...


Customers Batted In

How Minor League Baseball draws fans with absurd stunts, including locking them out.


You’re Famous. But Are You Better Off?

Getting on TV might seem like a great way to get massive publicity. But if you’re not careful, you’ll end...


What Is Sriracha’s Secret Sauce?

Among other things, keeping prices consistently low.


How Nutella Soured Its Own Superfans

And three companies who get their superfan strategies right.


3 Lasting Lessons from Malice in Dallas

It’s a PR stunt that’s been lauded in textbooks and featured by the Smithsonian. But it turns out the biggest...


The Anatomy of a Comeback

How one CEO brought a regional beer back from the brink by saving the brand.


3 Superfan Strategies From Pearl Jam

Pearl Jam hasn’t released a music video in 15 years. It doesn’t do endorsements, commercials, or — heaven forbid —...


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