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Character is the Key to Sustained Business Success

Having just completed our 25th year in business, I find myself reflecting on all we’ve accomplished at Trefoil Group and what we’ve learned from both the highs and the lows of this journey. We’ve learned many lessons – some more difficult than others. Thankfully, we’ve been in a position to learn from each one and […]

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Penzeys on Facebook: A Perfect (Social Media) Storm

In an increasingly polarized world, even brands are drawing lines in the sand. As a PR Consultant, common sense tells me to advise CEOs to avoid taking political stands that could potentially alienate 50% of the population. So, when Bill Penzey, CEO of Penzeys Spices in Wauwatosa, WI, boldly accused all people who voted for […]

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Turning a Challenger Brand into a Contender: How to Create a Brand Presence

Legendary coach Vince Lombardi once said, “when you get into the end zone, act like you’ve been there before.” Rather than showing off, show your opponents that you expected to score – that you belong in the end zone. To Lombardi, this display, or lack thereof, creates a presence felt by opponents and spectators alike. […]

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Building Blocks of the Marketing Communications Planning Process

While every plan is customized, a defined process guides its development. A good marketing communications plan is more than simply specifying tactics, budgets and timelines. But in today’s busy environment, the essential building blocks of a strong strategic plan are too often overlooked. This leads to missed opportunities, misguided actions and an overall lack of […]

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Micro-Moments: Big Decisions on Small Screens

Redefining mobile marketing efforts that influence the point of purchase. The incredible rise of mobile devices has led to innumerable “micro-moment” opportunities throughout any given day that lead to purchasing decisions. Since they are happening all the time, you need to make sure your valuable, helpful content is always readily available for potential customers, leaving […]

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