Marketing
Top stories summarized by our editors
4/18/2019

UBreakiFix Founder Justin Wetherill discusses the chain's start and its journey to becoming a 500-store franchise valued at $163 million. Wetherall says it focuses on customer service and notes, that "[w]hile smartphones do represent the bulk of our repairs, we actually offer repair service on anything with a power button."

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Forbes
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Justin Wetherill, uBreakiFix
4/17/2019

Apple and Qualcomm have settled a yearslong, multibillion-dollar patent-licensing dispute. Apple will pay Qualcomm an undisclosed fee, Qualcomm will give Apple a six-year license to its patents -- with an option for a two-year extension -- and Qualcomm will also enter into a multiyear chip supply agreement with Apple.

4/17/2019

Grocery shopping is seeing effects of population growth and multiculturalism, according to research from marketing firm Acosta. The Hispanic population is expected to grow by 64 million by 2060, and Acosta's John Clevenger notes differences in multicultural shoppers, such as finding enjoyment in the shopping experience and doing it as a family.

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Acosta, Acosta
4/17/2019

Nike not only celebrated Tiger Woods' historic Masters Tournament win with a look back at his career, the comeback victory also boosted Nike's brand value. The company has stuck by Woods throughout his career despite 11 years without a major golf tournament win and a host of personal issues.

4/17/2019

McDonald's Lizette Williams offers insight into the company's Black & Positively Golden campaign, which aims to integrate the black community with McDonald's and tell their stories. She says it's important for companies to change as consumers change: "We continue to evolve with that consumer to ensure that we remain relevant to them."

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Rolling Out
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McDonald, Lizette Williams
4/17/2019

Advertising using mobile augmented reality are a great start for businesses that are interested in capitalizing on the technology, said Isabelle Hierholtz, Digi-Capital's director of user strategy, during last week's MarTech conference. Hierholtz offered examples of brands that are incorporating the technology, including Olay, which reports that its app has been used by 4 million customers worldwide and has doubled conversion rates.

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MarTech Today
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Isabelle Hierholtz, Olay
4/17/2019

Lotame CMO Adam Solomon approaches problems with the mind of a scientist -- he has a bachelor's degree in aerospace engineering. He sees the role of CMO expanding beyond creativity: "It's highly technical and data-driven, whether it's understanding the customers, research or consumers and their behavior from a quantitative perspective, quantitative analysis, marketplaces, and supply chains."

4/17/2019

Aston Martin CMO Simon Sproule outlines marketing changes the automaker is taking to reach a wider base, especially female drivers. Brand partnerships, Instagram campaigns and data targeting are among the tactics employed to lift the brand.

4/17/2019

Dove's "Real Beauty" campaign boosted sales and won awards, but the company nearly erased those gains with a series of missteps, Sarah Dasher and Olivia Zed write.

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PRWeek
4/17/2019

When CMOs are under the gun to succeed, they are more likely to make choices based on short-term gains rather than long-term strategic growth, causing a vicious cycle that may shrink their tenure even further. Here's how to bring more stability to the CMO position.

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ana.net