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Find a problem and solve it. That is what we all want we want solutions to our problems!The scenario went like this. My colleague offered live event webinars and needed a easy way to update specifics of these classes to members. Further more, I wanted a way to tell people about the live training without the burden of updating these live events through HTML on my web site. Having some background experiences with blogs, and actively testing different blog creation scripts and services, he welcomed my advise on adopting RSS as an option to easily feed us the training class schedules. It solved his problem of updating the live class schedules to us, and my problem of updating the content for my visitors. Realizing the solution to a problem the research for the article began. I started in the search engines, read some forums, and gathered facts. The facts were then picked apart to determine the benefit of each fact. I used those benefits as the central focal point of my article. My first article "Got Blog" was written and published soon after.


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This is a professional association, and if THEY are talking about storytelling techniques and storytelling ideas, then YOU as a business owner need to pay more attention to the power of storytelling. One of the most striking themes running through this months LIMA Retail and Branding Conference was the importance of storytelling in building a strong brand. Whether its the positioning of Iconix Material Girl fast fashion juniors brand at Macys around Madonnas 14 year old daughter Lola, or the attempted reinvention of Kmarts apparel and home business as KmartDesign, or the development of businesses around such celebrities as Twiggy, Queen Latifah and Mary J. Blige on HSN, an authentic story gives the brand substance. HSNs Executive VP Bill Brand, for example, told of the company being approached by 60s modeling icon Twiggy about mounting a fashion business. It began with a meeting at HSNs Florida headquarters. For us, its really important that we have that face to face meeting, that we really spend some key quality time together, and really understand, is this about making money, is this about media placements, what is this about?How authentic is this?A subsequent meeting, he said, involved HSNs design director rooting through Twiggys closet in London, going through her favorite things and what inspires her, and from that, 6 9 months later, the Twiggy London brand was launched on HSN, where it stands as one of the companys top apparel brands in under two years. For Jeff Fagel, Director of Brand Development at Sears Holdings, the ongoing challenge is help Kmart gain credibility and sales in the apparel and home categories. The marketing challenge involves a three part process, he said: How do you get people to pay attention ?How do you get people to care?How do you get people to act? The goal is to spark curious disbelief, or put another way, to spark the following consumer reaction: No way, this cant be Kmart. Acknowledging the perception of Kmarts apparel as being of low quality and style, the brand development team set out to build consideration and credibility for the brand in a disruptive and differentiate way. A key element has been the work done with a team of documentary filmmakers who followed Kmart s design team in their New York and Chicago offices, and on trend shopping trips to London and Paris.



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2008. Everybody soaks into their own bubble and your social life gradually becomes more and more like your parents. When you have a seemingly endless supply of free money, only the chumps translation: the smart ones cook. If there is one defining thing about the food you eat at university, its likely to be that its delivered to you still warm in disposable containers. This diet isnt sustainable, though, and when your metabolism slows and your waistband expands, you realise something. You have to start actually cooking food. With vegetables in it. Duvet days are one of the hallmarks of university life. On a day with no lectures or when they try in vain to fool you into going there in the morning, youre completely free to soak up an entire series of your favourite box set without a care in the world. The far off assignment deadline doesnt matter. When you leave university, however, your life will likely be scheduled around your 40 hours per week of work, with you endlessly running errands and occasionally spending time with the people who are most important to you.

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