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Why the Absolut Campaign Switch Worked

by: Roger DooleyLast year, Absolut abandoned its classic "bottle" ad campaign. That long-running series of ads featured the shape of an Absolut bottle cleverly concealed in an illustration, and was...

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Absolut Nationalism

by: Ilya VedrashkoNote to self: Only approve creative that offends people in the countries that either don't import your product or don't have the internets and photoshops.In Mexico, Absolut is running...

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The Importance of Authenticity in Business

by: Dominic BasultoRecently, Seth Godin wrote about the importance of authenticity in business. For Seth, being authentic is doing what you promise, not "being who you are." That got me thinking -- how...

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