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The Ethical Frames Blog

The next generation of emotional research

Can marketers become more ethical?

Last week at the WARC networking event, Tom Morton (Chief Strategy Officer at R/GA) brought up the topic of ethics as it relates to implementing behavioral science in advertising.  … One of his slides said: “The building blocks of digital design both incredibly powerful and morally ambivalent.”  In…

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Lessons from StratFest19: Understanding

A major theme of StratFest19 was understanding our target audience. This was first mentioned in the keynote by Rishad Tobaccawala (Chief Growth Officer for Publicis), who opened up StratFest19 with his thoughts on being a planner and succeeding in an organization.   He told the story of his…

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The Business Roundtable Pledge is Hard to Live up to

In August, the Business Roundtable took an important step in changing how businesses run.  They declared (and ~400 companies signed on) that they would no longer use only profit and shareholder well-being as the milestone for success; instead they would also pay attention to the welfare of various…

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My favorite Chiat award winning campaign prepared for the backlash

StratFest19 Insights:  A campaign that takes on a social issue and prepares for the backlash … For those interested in advertising strategy, last week was a playground of ideas. At the two-day conference put on by the 4As called StratFest, there were speakers from all different types of companies…

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Pharma companies shouldn’t waste money on Fox News

Not long ago, Novo Nordisk and Allergan felt compelled to pull their ads from the Tucker Carlson Show on Fox.  They didn’t want to support what the provocative star of the show had said or might say in the future. But my question is, why were the companies advertising on there at all?  Liberals…

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How could Walmart do a better job talking to its customers about guns?

Walmart took the bold step of stopping selling ammunition for handguns and short barrel rifle ammunition and asking customers not to openly carry guns in its stores.  Further, it called for gun control legislation.  Other retailers, such as CVS, Kroger and Walgreens have followed Walmart’s lead.

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Persuade, Don't Preach

The alternative to brands preaching is to persuade. As I have said earlier, I got a grounding in persuasion when I was at O&M in the 1980s.  But reading The Righteous Mind by Jonathan Haidt (and a paper by Robb Willer and Matt Feinberg*) led me to a new level of understanding of how to persuade…

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The Brand Adoption Cycle Is Wrong

Or at the very least, incomplete.   … We all know the brand adoption cycle. It starts with innovators, moves to early adopters, followed by the early majority and—if the brand’s successful—finally attracts the late majority. It may never get to the laggards, but that’s ok. A brand can thrive even…

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Karen Tibbals @KarenTibbals

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