Posts Tagged :

    Branding

    Brand Performance Marketing

     1024 576 Michael Kraabel

    Clients don’t usually come to me asking for help with their brand. They come when performance starts slipping. When Customer Acquisition Costs spike. When retargeting stops working. When the paid ads that used to convert like clockwork start going quiet.And the ask always sounds the same: “We need better performance marketing.”But nine times out of…

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    Finding Truth and the Human Content Condition

     1024 576 Michael Kraabel

    I like to experiment. I view myself somewhat of a marketing engineer, constantly looking at ways to break down tools, methods, processes, and technology, to find out how it all works, before I put it back together again.

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    Translating Marketing Resumes

     1024 576 Michael Kraabel

    I spend more time on LinkedIn these days than any other social platform. Partially because it’s free of the usual internet garbage, no political shouting matches, no viral thirst traps. But mostly because LinkedIn is the ultimate real-time case study of people in transition.

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    How Agencies Often Sabotage Themselves

     1024 574 Michael Kraabel

    I have always believed that an agency should function as a “teaching” organization just as much as a “thinking, doing, and making” organization. The agency should be viewed as a partner that prioritizes educating, comforting, and guiding clients through unfamiliar territory. Clients don’t just hire agencies to execute tasks; they hire us to help them find…

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    Navigating the Uncanny Valley in Brand Marketing

     1024 576 Michael Kraabel

    The concept of the uncanny valley isn’t new, but it’s never been more relevant. First coined by Japanese roboticist Masahiro Mori in 1970, the uncanny valley describes the unsettling feeling we experience when something, usually a robot or digital representation, becomes almost lifelike but not quite. The more human-like something appears, the more comfortable we…

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    The Story Behind My Favorite Photo: Mia Gonzalez and the Power of 3D Printing

     1024 683 Michael Kraabel

    Sometimes, a photo becomes more than just an image—it becomes a story, a moment of triumph, and a symbol of what’s possible when technology and humanity come together. One of my favorite photos is of Mia Gonzalez, a young girl who unknowingly became the face of life-saving innovation through a Stratasys case study. Her story,…

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    Building AVIV Vodka: A Decade of Purpose and Partnership

     1024 576 Michael Kraabel

    A little over a decade ago, I began working on AVIV 613 Vodka. At the time, it wasn’t clear what the journey would look like, but one thing was certain—we weren’t creating just another vodka. This was something different: a product with roots in the land of Israel, shaped by a vision for more than…

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