Glue-maker Elmer's Products developed a new profiling segment, targeting what it calls "the new American mom," says Michelle Manning, Elmer's director of brand marketing, in this interview. That led to the development of the First Day photo-sharing application and Glue Guide, which works with online videos to help moms pick the right adhesive for their kids' school projects. "Mom is pretty consistently the family chronicler, so she is the one taking the photos and making scrapbooks, whether they are digital, elaborate paper crafts, or even turned into décor in the home," Manning says.

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