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The Challenge of Empathy

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  Before I get to my story, a quote from a 2017 Forbes article titled: "How Empathetic Are You, Really?". On empathy, the author Liz Guthridge says: "Being empathetic is similar to cooking. You may know the recipe for how to prepare empathy. But until you actually use the recipe a few times, … [Read More...]

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Five Things Brands Need To Know When Working With Influencers

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I've been working for a few years now with multiple brands per year. I have worked with brands in the music industry to emerging technology companies. When I reflect on what has made for a great partnership in the past, there are several themes that crop up over and over again. Conversely, there are other trends that come to mind when I reflect on what has gone terribly wrong in some of these partnerships. I hope to illuminate both sides of the coin equally and vividly. In my opinion, influencer marketing is still an emerging field. Like anything else, there is going to be a learning curve. There are brands that chose to take the time to get it right. Yet others, clearly rushed to adoption without putting the right infrastructure in place. The intent where influencer marketing is … [Read More...]