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About Karen

Karen Tibbals is a ninja-level market researcher and strategist with stints at Ogilvy, Ipsos, Novartis and Merck. She has been responsible for many pharmaceutical product launches.

She took a detour for a degree in Religion from Earlham School of Religion and multiple courses in ethics and teaching ethics.  She was so excited about what she learned that she written a book about how these theories apply to marketing and marketing research.

She has used those theories in developing the Ethical Frames model and its applications to marketing. To help marketers understand and be able to apply the theory to their everyday business needs, she has written the book Marketing Landmines: The Next Generation of Emotional Branding.  To take it even further, she has developed the Ethical Frames Training Program and Workshops targeted at marketers.


Contact Karen to learn about how she can help you position your product,  segment your audience, and deal with controversy.   Or order her book at

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Is Persuasion Dead?
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Karen Tibbals @KarenTibbals

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