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Solve the Right Problems

Solve the Right Problems, in the Right Order

Deborah Budd
4/23/2019

We automatically assume that what we pay attention to is what’s important.
– Robert Cialdini, Pre-Suasion:

Behavioral scientists have identified a cognitive thing called attentional ...

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Account Planning Is a Team Effort

Account Planning Is a Team Effort

Deborah Budd
9/5/2018

Since the mid-1990s, account planning has been in use in the U.S. as part of ad agencies’ creative development process. We’ve written elsewhere ...

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Outflanked: Product Extensions

Outflanked: Product Extensions or Extended Confusion?

Deborah Budd
8/30/2018

As you stroll the grocery aisles in search of brands you are loyal to, you may find it ever more difficult to find that product ...

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