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Fox 59 MID-YEAR REVIEW OF THE CITY’S FY21 BUDGET While TikTok's ad business is booming, it's still relatively small in the U.S. compared to its Big Tech rivals.
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By Jim Windolf Fisk University to become first HBCU to host NCAA gymnastics competition These three brands broke through in social media because they used cultural branding—a strategy that works differently from the conventional branded-content model. Each engaged a cultural discourse about gender and sexuality in wide circulation in social media—a crowdculture—which espoused a distinctive ideology. Each acted as a proselytizer, promoting this ideology to a mass audience. Such opportunities come into view only if we use the prism of cultural branding—doing research to identify ideologies that are relevant to the category and gaining traction in crowdcultures. Companies that rely on traditional segmentation models and trend reports will always have trouble identifying those opportunities.
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