Don’t discount the discount, and other PR principles

By DAVID CHAUVIN // As a marketing professional – and someone fascinated by the inventive ways in which brands engage their audiences – I often find myself torn between being scared about the potential overreach of targeted advertising and being excited about its possibilities. On one end, it is startling when the movie I hadn’t thought about in years – until a colleague quotes it in the office – suddenly appears at the top of…

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VOICES

Don’t discount the discount, and other PR principles

By DAVID CHAUVIN // As a marketing professional – and someone fascinated by the inventive ways in which brands engage their audiences – I often find myself torn between being scared about the potential overreach of targeted advertising and being excited about its possibilities. On one end, it is startling when the movie I hadn’t thought about in years – until a colleague quotes it in the office – suddenly appears at the top of…

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OPINION PAGE

Questioning the risks, rewards of re-opening

By MITCH MAIMAN // As an executive who grapples daily with phased re-openings and other issues of economic survival, testing is a major consideration. There are treatises on this subject alleging to provide answers, but still way more questions. First, let’s assume that a team wants to be socially responsible – that is, nobody wants to come to work sick with COVID-19, whether they’re showing symptoms or not. Let’s further assume that when we want…

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