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The Ethical Frames Blog

The next generation of emotional research

Do you think this is gross?

A friend of mine shared this ad with me.  … It's for a snack product and shows a man and some animatronic birds passing food back and forth, with a tag line:  Nature feeding nature … https://www.ispot.tv/ad/own3/clif-bar-the-eagle …   … My friend is grossed out by it. Are you? There’s a set of…

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Is brand loyalty dead?

A blog by Wharton professors claimed brand loyalty is dead.  Ubereats has blamed lack of brand loyalty for its poor results. Is brand loyalty really dead?  If not, what else could be going on? I claim it’s really about who your target audience is.   … Some consumers crave change and novelty. Others…

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Is your target audience irrational?

Is there something about your target audience that you don't quite get? A part of them you can't understand? Does it drive you crazy, because they seem so irrational? You might find the answer for how to reach them here.  People from a variety of perspectives contributed to this curated article…

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I wish I had written that!

Someone just said that to me on Monday. You know you are on the right track when people use words like that. It happened during my appearance on the SiriusXM Radio show Measured Thoughts powered by Wharton Business School on Monday. The host Professor David Reibstein sent me a note afterwards that…

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Why politics matters to marketers

Marketers have always treated our target audience as individuals, but the social group we belong to defines us.  That hasn’t mattered a lot until recently, but now as our environment has become more polarized, it does. When you don’t understand the implications of your target’s political worldview…

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Can brands remain neutral?

It has long been a goal of companies for their brands to be loved by everyone. But, is that even possible anymore?   … Increased political polarization has planted marketing landmines everywhere. If you don’t know how to see them, you can accidentally trigger one. And it can bury your brand.   ……

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Why was New Zealand successful in passing gun legislation?

In similar tragedies, the US hasn’t been able to do so.  Even New Zealand couldn’t in previous attempts. What is the difference? In all the news coverage, no one seems to have a clear explanation.  I believe that is because the reason is invisible to most people.  The reason that the Prime Minister…

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Karen Tibbals @KarenTibbals

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