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Posted in April 28, 2020 - 2:03 pm.by Wayne Martinez
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Critical mass is key to conquering salience bias

As B2B communicators, we are in the business of articulating visions of the future. But even when those visions are crystal clear, people don’t always listen, as Bill Gates lamented recently. In March 2015, Gates stood on the TED stage and warned of a global pandemic that might be worse…

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Posted in February 14, 2020 - 2:21 pm.by Tami Demayo
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The power of positive top-of-funnel content

Thanks to the work of Richard Thaler, Amos Tversky, Shlomo Benartzi, and many other behavioral economists, it is now commonly accepted that humans are irrational decision makers. This holds true both in personal and in professional contexts. The long list of cognitive biases that cloud our judgement is a frequent…

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Posted in January 24, 2019 - 6:06 pm.by Tami Demayo
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Aerial visualization with drones brings marketing content into sharper focus

For the past few years, unmanned aerial vehicles (UAVs)—more commonly known as drones—have been giving both the military and civilians a bird’s-eye view of events on Earth. Within a few seconds of leaving the ground, drones dispel the myopia of our gravity-tethered existence, providing an unprecedented breadth of perspective and…

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Posted in May 24, 2018 - 9:29 am.by Tami Demayo
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Overcoming brand image barriers: a network security example

Security technology companies tend to talk a lot about boundaries and containment. It’s the nature of the business. But to thrive as technology vendors, the same companies need to cross boundaries, to expand their customer base, increase revenues, and grow. When a security technology company decides to extend its brand…

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Posted in July 28, 2017 - 1:38 pm.by Tami Demayo
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Energy marketers must keep the content flowing

According to Utility Dive, one of the major trends in the energy industry for 2017 is the persistence of uncertainty. It’s not only our Chief Executive’s rhetoric that has thrown the sector into chaos; there are simply too many moving parts in today’s energy market—providers, energy resources, federal and state…

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