Epidemic Models and Your Brand’s Story

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Think of the last influential brand story you came in contact with. Got one? Perfect. Need a little help? How about Dove’s Campaign for Real Beauty or the eccentric Old Spice Guy? Now keep those in mind. The mathematical theory used to predict the spread of diseases is known as epidemic models. The simplest model […]

HUBgrown Q&A: Melanie Cohn, Dunkin’ Donuts

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HB recently sat down with Melanie Cohn to discuss social media strategy, the Boston business community and her role at Dunkin’ Donuts.

Is Boston Consumed by B2B?

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If you’ve read our previous HUBgrown posts or if you’re following our tumblr page, you may have noticed a trend—much of the content thus far has focused on Boston’s B2B tech scene. That is in large part because it’s the way I have approached this series, but that’s about to change. Why? Because the conversation […]

The Value of Incentives

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Potty training. Parents with children who have gone through this process, are going through it or will be going through it: you have my sympathy. When you really think about it, the idea of using a toilet is a foreign concept to a toddler. What’s the real value for them if they’ve been getting their […]

March Madness Ad Spend

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For so many of us, March Madness is a yearly ritual: brackets, betting, beer and burgers. And now, the Final Four is just around the corner.

Why I hate it when you like it!

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How we love to “like.” We use the word constantly and with little thought. Like has become the milk-toast of affection. Not that it ever meant much; I remember using it when a high-school girlfriend asked what I thought of her brother who consistently threatened to beat me up. “I like him,” I cautiously said.  […]

Adapting Our Behavior

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A poison dart frog in Peru is evolving before our eyes.

What B2B Can Learn from Burt’s Bees – Shifting the Why of Your Business or Service

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Burt’s Bees’ new campaign, “Uncap Flavor,” offers insight into how strong messaging can shift the reason for purchase in a customer’s mind. The campaign is highlighted in this New York Times piece, which explains how the lip balm industry has changed its marketing strategy from a functional message (curing chapped lips) to a message about […]

How Law Firms Can Find Their Stories

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While the ways in which we communicate keep changing, the reasons why do not. For a law firm, this means showcasing the firm’s expertise, the brilliance of its attorneys, the clear differences in its practice areas, the cases it has successfully closed that no other firm could, and the firm’s amazing approach to customer service […]

H2H PR – Haven’t We Always Been Doing It?

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Recently, B2B and B2C public relations have had some human company. Human-to-human (H2H), lately one of the industry’s favorite phrases, is now everywhere and it’s gotten there fast. But how people are using it and what it really means don’t seem to be in line. The two main public relations categories, B2B and B2C, serve to create […]