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2 great sources of parental/mommy insights

I believe that in today’s age of transparency, personalization and “authenticity” (boy, do I hate this word) consumers increasingly reject idealized stereo-types created by brands and tend to gravitate more towards honest and genuine stories that reflect more their reality. The problem however is that people are often reluctant to share or unable to express…

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Storytelling and Branded Content

I am working on an entry about branded content and what I have learned from building our Facebook fan page to 10.000 fans, from working with mommy bloggers and from my work for the HuffPost. But for now, I’m just going to post this great cartoon from Tom Fishburne which I used for my annual…

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5 Untapped Opportunities to Connect with Moms.

The evolution of the internet has given moms the tools (blogs, micro-blogs, fan pages and social media in general, Pinterest, Instagram, etc.) to express their individual and collective voices and to find, bond and connect with like-minded moms. In the process, they have created their own massive sub-culture expressed by the stories and experiences they…

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Positioning Hack #12: Brand Archetypes

Looking at a brand and category through the lenses of archetypes can help unleash powerful brand positionings and brand growth opportunities. Archetypes are models of people, behaviors and personalities that tap into specific core desires, drives, fears and motivations all humans have (for example the Hero versus the Outlaw archetype). These narrative structures are so…