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All You Need is Love: A Content Marketing Conversation with Professor Mark Schaefer
Brand loyalty is dying. In a study conducted among 25,000 consumers around the world Accenture found that 77% of consumers admitted they now retract their loyalty more quickly than they did three years ago. So if loyalty is fading, what makes people prefer one brand or company over another? The answer is love, says Mark Schaefer, an adjunct marketing professor at Rutgers University who studies the future of marketing. One of the profound trends Schaefer is seeing, especially among Millennials, is that they are more distrustful of companies than previous generations. They are more focused on building relationships with people, and they want to know the people who make the products they buy— the people behind the brand. Successful marketing, he says, increasingly avoids traditional ad campaigns. Instead, smart companies try to foster relationships between consumers and their brands through influencer marketing, user-generated content—and by making their employees more visible. Employees are key— companies need to find and encourage the best…
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Street culture is celebrated by the world’s original denim company in this brand magazine, with built-in social media sharing and ads that allow readers to shop the collection directly from Flipboard.view the magazine
Delta Airlines: The Science of Sleep
Travelers learn the secrets to conquering jet leg from the professionals at Delta Airlines in this magazine – a collection of 60 articles that earned more than 130,000 flips from 10,000 readers.view the magazine
Van Cleef & Arpels: A Quest for Beauty
The legendary jeweler won the World Luxury Award for excellence in communication with their Flipboard brand magazine, A Quest for Beauty.view the magazine
Woodford Reserve: Woodford Reserve: Craft Bourbon
Sipped slow or stirred into a signature cocktail, bourbon’s the drink for generations of whiskey fans. Let America’s oldest distillery give you a tour of the culture and craft of this legendary libation.view the magazine