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Is Brand Building Becoming Cool in Marketing Again?

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23 Mar 2021
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Frank Strong, MA, MBA
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0 Comment
Strategic marketing initiatives like brand building are back in style because the pandemic and politics have put trust top-of-mind; zero-click searches are just adding to the business case Last year, 65% of Google searches did not result in a click,...
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The Complicated Business of Mixing Brand and Politics

The Complicated Business of Mixing Brand and Politics [Survey]

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28 May 2019
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Frank Strong, MA, MBA
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0 Comment
It’s very difficult to escape politics these days. Political messages have permeated every possible medium from the mailbox to social media and everywhere in-between. Most of it is shouting, and there is very little listening. That’s the backdrop for brands...
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The Long-Term Benefit of a Modern and Agile Brand

The Long-Term Benefit of a Modern and Agile Brand; Off Script No. 36: Greg Kihlström, Author of The Agile Brand

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22 Jan 2019
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Frank Strong, MA, MBA
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0 Comment
In the late 1990s, he finished school with a degree in Photography and interest in the web. He began learning all he could about websites and interactive tools – and eventually landed a job at a technology start-up. That experience,...
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Why People Believe Brands Should or Should Not Take a Stand

Why People Believe Brands Should or Should Not Take a Political Stand

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13 Nov 2018
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Frank Strong, MA, MBA
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0 Comment
Why? It’s a good question to pose in surveys because it often provides sentiment that cannot be gleaned from numerical values alone. Typically, a good way to include it is as an optional question – with an open-ended comment field...
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Should Brands Take a Stand in Politics

Should Brands Take a Stand in Politics? [UML]

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28 Oct 2017
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Frank Strong, MA, MBA
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0 Comment
Update: A year after writing this post, which serves partially as a literature survey, and seeing the narrative begin to push brands to take a stand, I conducted my own primary research on the subject — Study: Should Brands Take...
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the-largest-company-graphic

Apple vs. Chevron Revenue? It’s Content Marketing out of Context

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20 Sep 2016
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Frank Strong, MA, MBA
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1 Comment
Have you see the graphic nearby?  I’ve noticed it posted a dozen different times on LinkedIn recently – and each time it seems to get further apart from the truth. For example, the state of California stands out because Apple...
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goldman-has-clients-wells-fargo-has-customers-2

Words: Goldman has Clients; Wells Fargo has Customers

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06 Aug 2013
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Frank Strong, MA, MBA
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0 Comment
Somewhere between my junior and senior year of college, money grew real tight and I needed to pick up a full-time job to finish my degree.  I started working full-time, while carrying a full course load, in a secure juvenile...
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About Sword and the Script Media, LLC

Based in Atlanta, Georgia, Sword and the Script Media, LLC is veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on building sustainable, repeatable and process-driven programs for PR, content marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.

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