SoDA Report V1: Brief Strategy vs. Business Strategy

The Digital Society (SoDA) recently released the first volume of its biannual publication The SoDA Report 2015. On page 78, Phenomblue Executive Creative Director Jonathan Tvrdik discusses why it’s more important than ever for organizations to develop clear strategies that extend out of briefs, laddering up to why the business is doing what it is in the first place.

Check out his article “Brief Strategy vs. Business Strategy: Where Good Creative Originates” for additional insights on the role of creative within the connected age, such as this:

“The decade-long gold rush that was ‘the digital age’ gave rise to a 360-degree, digitally-united system of data points operating on push/pull strategies. That transformation is now complete. Now, in the connected age, the means to marketing are so democratized and coupled that our clients’ marketing efforts are an ecosystem of interconnected and interdependent tactical hits and misses.”

Additionally, you’ll find our work with HDR, an architectural, engineering and consulting firm, in the Report’s SoDA Showcases – in which Phenomblue Vice President of Communications Kate Richling edited as a member of the Report’s Editorial Team.

Read the full report here: The SoDA Report (Volume 1, 2015).

Your brand is an insurance policy.

By Joe Olsen, Phenomblue President and CEO


Throughout my career, “brand” has always been one of the most misunderstood enigmas by both clients and colleagues. The Merriam-Webster dictionary defines “brand” as a like series of products. While Wikipedia describes “brand” as a common identity that defines a product or service. Ask your marketing or advertising friends and you’ll get many, many more colorful definitions  —  most of which will make your eyes glass over, to a degree, depending on the “creative” level in their title.

I spend a lot of time with executives helping them understand what “brand” is and how to successfully build “brand.” I’ve used a myriad of metaphors and situational examples when explaining brands and brand building to clients, but there’s no better way than “your brand is an insurance policy.” My friend Drew Ungvarsky of Grow was the first to say it to me, succinctly describing the definition of “brand” while also summarizing the complexity of what it takes to build one. Since then I have been keen to share the definition with everyone I can. There simply is no better way to explain “brand” to a business leader.

Brands do not necessarily win or lose deals, but they certainly aid in the manifestation of new opportunities. And they definitely influence the likelihood of commitment to a deal when things get sticky. Brands are a company’s best friend because they enhance the effectiveness of every activity in the organization, lending confidence and wielding the power to have major influence on the outcomes of any success that depends on the brand. Whether you are within the company or outside its walls, brands influence your behavior  —  both consciously and subconsciously.

People look to your brand as a promise for what to expect in the future because they interpret your brand as a reflection of the past. It’s an insurance policy that tells them: At least if the future holds failure, the integrity of the decision was there in the beginning, and I made the right choice. Great brands relieve the fear of choice, completely, and empower people to pick. Choosing carries the heavy weight of calculation; picking is instinctual and involves very little processing. With the growing number of choices we have to make today, as pickers, we are happier, than as choosers. (See a great book The Paradox of Choice)

Bottom line: Choosing is hard.


Remember the IBM brand of the ’70s and ’80s? If you hired “Big Blue” for an information technology project and your project went off the rails, you still had a job. If you hired the smaller firm, however more qualified or fit, and the project went south, you were fired for not hiring IBM. You simply could not tell someone that anyone but IBM had a stronger brand  —  i.e., historical success in this context of an information technology project. IBM had an amazing brand. Picking them was easy. Choosing another firm was hard. IBM flourished with a great brand. Today, not so much. Why? How can a brand be great one day, and not the next? In retrospect it’s easy to see why IBM fell off. While the company was focused on how the brand was represented to the world, they failed to manage a long series of decisions throughout the company that culminated in what would become, an irrelevant brand. Something a “rebrand” could not solve.

The term “rebrand” is a farce.


Brands are the result of strategic and tactical activities that influence market position, outside perception (consumers/media/etc…) and inside perception (employees/partners/etc…) over a span of time. Only in the rearview mirror can we see how a brand was built successfully or unsuccessfully. Since brands are constantly being built, interaction by interaction, brand building is a 24/7 business that spans the entire organization. What products do we sell? What do we not sell? What’s our philosophy on innovation? What about the characteristics of our workforce? What processes, work streams, and strategic goals guide our actions? These are all questions that must be answered to develop a sound, comprehensive strategy for building a brand. And once you have a strategy, you have to develop the brand meticulously under a microscope, aligning every activity with moving further toward success, eliminating the unnecessary and consistently monitoring wins and losses. Yes, you will lose in brand building.

If you’re not losing a few rounds, you’re not taking enough risks.

The differentiator, or competitive advantage if you will, is how fast your company recognizes and adapts to failure and change. Again, this is influenced most by strategic efforts to minimize the amount of outcomes possible and focusing tactical execution on those most desired. This is the universal challenge for all brands in the connected age. Prioritization. Outcome management. Results over activity.

Bottom Line:
Build the brand today you need tomorrow. It’s good insurance.


Article originally published on Medium.

SoDA Report V2: Navigating the Connected Age with Phenomblue, Reactive, Big Spaceship & Huge

The second volume of The SoDA Report 2014, a biannual publication released by SoDA, The Digital Society, is here! Receive your complimentary download via SlideShare now. On page seven, you’ll find Phenomblue CEO and President Joe Olsen discussing the most important thing to a brand’s success today:

“A strong brand is an insurance policy – it doesn’t ensure that every choice will be successful, but it’s a great hedge if things go sideways. That insurance policy provides the foundation for market position, outside perception and inside perception – three key areas of brand building.”

Joe, along with other leaders from Reactive, Big Spaceship and Huge, discuss today’s communications landscape, with a focus on trends and the connected age – in conversation with our Vice President of Marketing Kate Richling, who served on the Editorial Team for the report. You’ll also find our Future Picture Planning work with the University of Nebraska-Lincoln College of Arts and Sciences featured in the Showcase section.

Don’t miss the newest edition of The SoDA Report for more on key shifts in the industry, analyzed by the industry’s top minds.

Boost Your Ratings, Keep Students Engaged and Other Higher Ed News for Summer


While many students may be out of the classroom for vacation, this summer will serve as a time for reflection and preparation for school administrators. Today’s post is a carefully curated and relevant resource for the modern higher ed marketer, highlighting recent news and trends within the space.

Summer Apps…The New Summer Camp
Last year, more than half of U.S. parents downloaded an educational app for their children, with 31% of apps now geared toward early learning. This summer we’re already seeing many marketers exploiting a popular fear among parents, “summer learning loss” – but as this NBC News article points out, is the $1.5 billion mobile learning game industry “really to help children become deeper thinkers and more excited learners or for purveyors of these apps to make a buck?”

“What’s the Key to a Better College Ranking From U.S. News?” Not much.
“[A] study, published by the journal Research in Higher Education, argues that small movements in the rankings are simply ‘noise’ and that any kind of sustained upward movement is both immensely expensive and nearly impossible,” Ry Rivard writes on Salon. The article goes on to discuss the weight of reputation, graduation rates, faculty salary, alumni contributions, amount spent per student, acceptance rate and SAT and ACT scores of incoming students – adding “‘We have long said that the rankings are a byproduct of our success, not the real success,’ said Northeastern spokeswoman Renata Nyul.”

Rank The Rankings
Four leading academic ranking organizations recently came together for a panel discussion, with representatives from U.S. News and World Report, Times Higher Education Rankings, the Academic Ranking of World Universities and QS World University Rankings. Brands in attendance, including Airbus and Siemens, explained they rarely take rankings into consideration when making recruiting and hiring decisions. Much of the criticism centered on how these leading ranking organizations do not take diversity or international variances into account, The New York Times reports.

Classroom Computer Ban
The New Yorker made a controversial case for banning laptops in college classrooms last week, citing a Cornell University experiment that showed disconnected students, no matter how they were using their computers, performed better. Same goes for taking notes with pen and paper, while students were able to record more with a laptop, they did worse on the quiz. The writer points out “Our ‘digital assistants’ are platforms for play and socializing; it makes sense, then, that we would approach those devices as game and chat machines, rather than as learning portals”…but as this research also shows us it’s more than that. “The act of typing effectively turns the note-taker into a transcription zombie, while the imperfect recordings of the pencil-pusher reflect and excite a process of integration, creating more textured and effective modes of recall.”

edX Summary
Delft University of Technology recently hosted its edX Consortium #FutureEDU meeting with more than 47 institutions. Three key takeaways arose: 1) Enhance teaching and learning not only within the classroom, but outside as well 2) Teaching and learning evolve constantly 3) Use research to improve teaching, and focus on the learner’s point of view. Twitter user @KristerSvensson states “Education is a team sport. We need to redefine roles and create teaching teams when redesigning classes.” Be sure that you are providing a more evidence-based approach in teaching to give students a more “real-life” learning experience. In addition, institutions need to design courses from the learner’s point of view, not the other way around — courses designed around learning objectives rather than content coverage. For more, watch this.

Student Stats
Recent research by Niche shows that 58% of graduating seniors choose colleges within 100 miles of home and 72% stay in state. Higher achieving students also tend to venture farther with students scoring above 2100 on the SAT more likely to travel more than 500 miles. Geographic details also play a role with New England and Mid-Atlantic states exporting the most college-bound seniors.

Rethinking Retail/E-Commerce


This week’s post on recent news from within the retail/e-commerce space has an accidental theme of sorts. We’re rethinking recent, and popular, industry trends.

“Your Website Should Be What Your Audience Needs”
Most people aren’t visiting consumer-facing, corporate brands’ websites these days – nearly 70% of Fortune 100 corporate websites recently experienced significant traffic declines, and 90% of website traffic comes from just 10% of its content. SAP VP Marketing Michael Brenner recently wrote that consumer brands should kill the corporate website, opting for a site that builds relationships, “facilitates moments of authentic interaction” and promotes trust – all through brand publishing. Our president and CEO Joe Olsen suggested for “B2B companies though, the website is a storefront – it’s about education and point of sale. Your website should be what your audience needs, and not what you want them to know.”

It’s Not Dead, It’s Iterative
While we’re on the topic of “digital is dead” (which you’ll find in the aforementioned article, and guilty … we’ve also written about it, too), Joe Olsen also recently had a piece on the topic published in The SoDA Report and on Brand Republic’s The Wall – “Digital Isn’t Dead. It’s Iterative.” His stance comes from the realization that “we live in an iterative world and that requires sustainable adaptability. It requires digital. Digital is not dead, it’s iterative – a continuous evolution.” So why are formerly digital agencies, like Phenomblue, expanding our services to include branding, positioning, creative and strategy? “Because we are iterative by nature.”

Is This the Retail Revival?
Today, e-commerce brands are constantly providing shoppers an increasingly more exciting and “real” shopping experience. To increase interest for the “browser” or “window shopper,” retailers are capitalizing on tech trends too. Retailers have struggled with the loss in foot traffic due to e-commerce sales with many big-box retailers even reducing their brick-and-mortar locations, and in return, investing the capital in mobile to enhance the customer experience, such as in-store map apps. E-Commerce Times elaborates on how security also plays a role: “Companion apps, in-store mapping services, and Bluetooth Low Energy beacons for mobile tracking are some of the latest tools to replicate online experiences in the physical world. Strategy is crucial when it comes to delivering mobile offers or tracking shoppers’ mobile device signals. In a Post-Snowden world, consumers are more aware of marketers seeking their data than ever before.”

Add It Now. Buy Later.
Amazon has recently launched a social partnership to give customers an even more effortless shopping experience. Users are now able to link their Amazon accounts with Twitter and see products within their feeds. If interested, they can reply with #AmazonCart and the item will automatically be placed in their cart for purchase. No more switching apps, typing in numerous passwords or forgetting the name of a product, “Add it now. Buy Later. Shop from within Twitter.” Ultimately, it makes online shopping even easier — maybe even too easy.

Webrooming is the New Showrooming
Although the impact of mobile is huge, findings show that only a small portion of transactions are actually made through these devices. To put it into perspective, in 2013, $235.3 billion was spent online with $25 billion of that on mobile. 84% of shoppers use their devices before or during shopping-related activities, but “the results offer another piece of evidence that while consumers still participate in ‘showrooming’—a term for when they view a product in-store, then buy it online—what some have coined ‘webrooming’ is just as real.” In other words, many shoppers are spending less time first-handedly experiencing a future purchase in-store — instead, they’re researching purchases online and trusting the opinions of friends and other third-party sources before purchasing in person.

Digital Isn’t Dead. It’s Iterative. More From The SoDA Report.

“We place the human at the heart of this issue and explore themes around value systems, value creation and value delivery from a wide variety of perspectives. How are agencies, production companies, brands and technologies creating and delivering value, or even giving rise to entirely new value systems?”

-Chris Buettner, Managing Editor and Executive Director, SoDA

SoDA (Society of Digital Agencies) has released Volume 1, 2014 of its semiannual report, which is now one of the most widely read digital trend publications in the world. We’re excited to have contributed once again to this comprehensive snapshot of the challenges and opportunities facing the digital marketing industry.

You’ll find our CEO and President Joe Olsen in Section 2, Industry Insider, speaking on “Digital Isn’t Dead. It’s Iterative.” This article was also reposted earlier this week by Brand Republic on The Wall.

Our Vice President of Marketing Kate Richling served on the editorial team, overseeing the SoDA Showcases section (where you’ll also find Phenomblue’s work on “Start Your Someday” for Bellevue University).

Read The SoDA Report for free now.

Web Communicators on #HigherEd #HEWebPitt

What happens when higher educations meets web professionals? HighEdWeb Pittsburgh.

“Helping you learn and grow in your higher education career, no matter how you do it.”

Last week, this regional conference welcomed a variety of web communicators (including developers, designers, marketers, social media experts, etc.) working within higher education to “learn, share, network, and grow.” Conference feedback has been great, and feedback on the two keynote speakers even better. Below we’ve highlighted a few insights from both speakers and conference attendees from Twitter.

Without People, You’re Nothing
by Georgy Cohen, Meet Content Co-founder

“In order to be successful, we need to collaborate and delegate effectively, as well as having upper management truly understand and support the work that their employees do.” via @radiofreegeorgy

“Be the change. Be leaders. Hold yourself accountable to the mission, best practices, and each other.” via @radiofreegeorgy

“Inching forward is still moving forward. The only way out is to stop waiting for permission and start leading.” via @radiofreegeorgy

“Make the case. Make it concrete. Make it specific.” via @radiofreegeorgy

”The path to change is paved with mutual respect” via @radiofreegeorgy

“Content IS People” via @radiofreegeorgy

@shelleykeith “To do better work, we need to be better people. Better professionals. Nicer, more humble. Be kind.” via @radiofreegeorgy

“Deliverables are easy. People are really not.” via @radiofreegeorgy

@Robin2go “We have to dive in. We have to engage. We have to educate. No matter how messy it is, communication is human.” via @radiofreegeorgy

Beyond Media Queries: The Principles of Adaptive Design
by Brad Frost, Web designer, Speaker & “Future-friendly web” advocate

“At the end of the day, we’re not making website pictures, we’re making websites.” via @brad_frost

“You can’t mockup performance in Photoshop!” via @brad_frost

“The Web landscape isn’t getting any easier, so in order to be future friendly, a great first step is to make our Web experiences more present friendly. ” via @brad_frost

“The Five Principles of Adaptive Design: Ubiquity, Flexibility, Performance, Enhancement, and Future Friendly.” via @brad_frost

“Doing things by the books means slogging through layers upon layers of bureaucracy, dealing with people who fear change, and selling the right thing to people who really could care less.” via @brad_frost

“People will do anything on their mobile, if it is possible – make it possible. Don’t discriminate!” via @brad_frost

“For people working in larger organizations, ask forgiveness, not permission.” via @brad_frost

@nikkiMK “Important to know what works best on client-side and what works best on server side” via @brad_frost

@ryjmag “If there’s one word bigger than mobile, it’s social” via @brad_frost

Phenomblue Approved: Pharma/Health Trends


An increased focus on quality, collaborative research, making science and real-time responses … all seemingly positive shifts we’ve witnessed in the pharma/health industry recently. Today, we share news and trends relating to these topics and more, plus our own strategic insights, as part of our ongoing More series.

Real-Time Healthcare Thru New Apps
“In the year 2014, we have apps that can instantaneously take our heart rate, tell us where the nearest case of the flu is and help us contribute to cancer research in our sleep,” Mike Madarasz for ePharma writes. “Technology in mobile health(care) has turned the corner and claims that mobile is the future of the healthcare industry appear to be dead on.” Among the free healthcare apps featured in this post, Mango Health offers users reminders and rewards for taking their medications/supplements, and safeguards against potential unsafe drug interactions. Other apps can turn your asthma inhaler into wearable tech or your phone’s camera into a heart rate monitor. Mobile trends indicate that patients, just like consumers in other industries, are demanding real-time data, instant results and personalization.

Sharing is Caring
GlaxoSmithKline announced an open-access research project, Centre for Therapeutic Target Validation, in partnership with two bioscience centers (and ideally more soon) for utilizing “big data” generated by gene research to discover new medicine. As Reuters reports, the announcement comes as a move “highlighting how drug companies are learning to share…some 90 percent of experimental compounds entering clinical trials fail in those tests, often because the basic biology is poorly understood.” The move comes soon after Johnson & Johnson’s YODA announcement (discussed in detail in this More post), further indicating that drug companies are more willing than ever to collaborate in the early stages of research in order to improve the success rate for discovering new drugs.

Quality Control
Expect a continued focus on the quality of generic drugs in response to recent concerns regarding India’s generic drug manufacturers, a $14 billion industry there. “When you talk to companies they will tell you that this was an industry that used to be about nothing but price. Now the ability to supply the market and have a reliable supply, to be in good favor with the FDA, that’s starting to mean something to customers,” Gabelli & Co analyst Kevin Kendra explained. This hit hard for India’s top drug maker Ranbaxy Laboratories Ltd when the FDA no longer allowed imports due to repeated offenses in product quality. With manufacturers stressing more on quality, this gives global producers a competitive edge. Over time, manufactures that are able to exhibit solid quality record and limit inventory interruption will excel.

Observational Study Wraps Up
In 2013, the National Institute on Aging announced they would no longer collect data as part of a long-running observational study of rare diseases because goals had been met. This has caused tension between patients and researchers fighting to extend the study. However, the study’s purpose was not to find a cure but to assist with the early stages towards drug development. In addition, the studies can be expensive and don’t always lead to new trials – “In a way, it is an issue in every observational study,” Dr. Luigi Ferrucci, scientific director NIA said. “When do you stop? At some point, the data you collected needs to be analyzed and made into science. If you don’t stop, you don’t have the resources to study anything else.”

Recalls Increase
A report from the Food and Drug Administration has found medical device recalls have nearly doubled in the past decade, citing intensive efforts to improve the quality and safety of devices by the Center for Devices and Radiological Health and industry at large. The report “is part of a broader initiative to optimize the public health benefits of timely and effective recalls, reduce the number and frequency of recalls, and streamline the process.” The most frequent causes for recall are related to “device design, software, and non-conforming material or component issues,” but the findings ultimately indicate a response by the FDA to enhance oversight of medical devices.

Out-of-Stock Options, Same-Day Shipping and Other News in Retail/E-Commerce


Today’s post in our ongoing More series discusses news and trends affecting the retail/e-commerce industry, one of our agency’s four focuses. Social and mobile continue to change the way we shop, and our purchasing considerations are increasingly becoming a 24×7 landscape. At Phenomblue, we excel at helping our clients acquire — and keep — new customers.

But enough about us, here’s what we’ve seen in the marketplace recently.

Improving the Un-Improvable
Recent surveys indicate that e-retailers are losing more than just a sale when a product is out of stock – around 25% of online customers will abandon their cart altogether. Furthermore, “making stock-outs not immediately visible creates confusion and intensifies the consumer’s loss experience, thereby reducing the tendency to buy in the category,” according to research by New York University and published by Elsevier Inc. “Suggesting a replacement item facilitates the substitution decision and slightly reduces the purchase cancellation rate. It also substantially increases the suggested item’s choice probability.” And product recommendations are just the start – identify alternate creative solutions for out-of-stock options, mimicking the benefits of the brick-and-mortar experience with value-ads like personalization and customization.

Not Tim Allen’s Home Improvement
Home Depot will continue a $300 million investment plan to increase e-retail efforts, including online fulfillment, after it acquired last month. “We saw strong growth on interconnected retail with dot-com sales growing approximately 50% for the quarter on a 13-week basis,” Home Depot CEO Frank Blake explains. “Our online customer satisfaction scores improved as we continued to enhance the experience across our full site, mobile and tablet, and we’re seeing accelerated improvement in our conversion rates.” Home Depot and other big box retailers’ focus on fulfilling increasing standards for same-day shipping, demonstrate how e-retail extends beyond websites and apps to concerns like logistics.

Shopkick Hits It Big
According to Nielsen ratings, Shopkick, a mobile app that presents rewards and offers for people walking into stores, is the most used real-world shopping app, with the most active users and time spent in the app per user per month. “Shoppers have earned $25 million and redeemed 7 million gift cards since Shopkick launched in 2010,” VentureBeat reports. “They have scanned 70 million products, with 14 million scanned in the most recent quarter. People have viewed 4 billion product offers and walked into 35 million stores.” Shopkick and beacon technology are bridging the online/offline gap so the conversation no longer is about the individual experience, but converging the two to impact shoppers most effectively and efficiently.

It’s All About Trust
Trust is essential to an e-commerce business as there’s no in-store experience to offer customers a tangible experience and create lasting impressions. This infographic will help new e-commerce companies in the marketplace with building a trusting website including a checklist for imperative details, the browsing experience and assuring customers get through the checkout process. Check out this resource brought to you by Entrepreneur now.

Threadless Gets an App
Since Threadless launched, the site has turned 300,00 designs into 3,000 shirts. And now Threadless has produced an app – which as it turns out is a great example of what an e-retail shop can look like. TechCrunch reports, “But the shop is only part of the app — it also has an area where customers can let Threadless know which designs they would actually like to buy in the future. In the Vote section, users can give a thumbs-up to hopefully get a product printed, leave comments for the designer, and to share the design out to other social networks.”

Segmentation, Gamification … and Free Samples


Today’s post in our ongoing More series discusses news and trends affecting the consumer packaged goods (CPG) industry, one of our agency’s four focuses. Whether the goal for our CPG clients is to increase sales, introduce a new product or improve their brand, we produce experiences that don’t just look cool — they deliver results. Far from one-off executions, each campaign is an interactive and integral part of a high-level brand strategy, implemented to effectively captivate target audiences, moving users from online interactions to real-world product acquisition.

Here’s a look at what we’ve seen in the CPG marketplace recently.

Greener, Healthier, Tastier…and Gamified
This year in CPG, expect trends including less packaging, increasing craft spirit distilleries, more ethnic fare options such as Filipino, Vietnamese and Pakistani, and growing clean eating and drinking habits, with “hidden” nutrients, vegetable-based drinks and less-processed foods. According to Datamonitor Consumer, “products that provide feedback and reinforcement (like India’s Lifebuoy color-changing hand wash, which goes from white to green after 10 seconds of use) and the ability to customize consumption experiences” could transform the industry this year. Just as we’ve watched ‘gamification’ reach other industries (in 2013, 70% of Forbes Global 2000 companies said they planned on using it for the purpose of marketing and customer retention) it’s no surprise similar trends are now reaching CPG.

Loyalty Through Segmentation
Brand segmentation will be key in 2014 with a recent Deloitte survey, representing 28 product categories and more than 350 brands, indicating that brand loyalty is declining. Pat Conroy, Deloitte vice chairman and U.S. Consumer Products leader tells Inc. that CPG companies “’need to rethink their product portfolio in light of the widening gap between the affluent and lower-income households…Consumer products companies may need to have distinct strategies (e.g., brands, product offering, pricing) to target affluent and lower-income consumers.’” Brand and audience segmentation has long been key, and here’s the data to prove it.

Increased Mobile-First Strategies
In January, InMobi, a performance based mobile ad network that works with more than 50% of the top 25 CPG brands, announced that mobile ad spends within CPG grew 175% on its network last year. InMobi’s Vice President and Managing Director, Asia Pacific and Japan, Atul Satija explains, “CPG companies are increasingly adopting a mobile-first strategy to engage their consumers…As [Unilever’s] mobile marketing partner, we are proud to deliver exceptional creatives and user insight-based targeting.” More and more CPG brands will continue to leverage platforms such as InMobi discovering value in detailed consumer insights, research data and cutting-edge technology.

And While We’re Talking About Unilever
Unilever is bringing traditional in-store samples to e-commerce by including samples of its hair care brands in shipments from sites like and Beyond The Rack. Unlike samples you’ve received in online shipments from Sephora or other stores, hair care is outside these sites’ offerings. Samples will be targeted based on purchases habits, for example “Unilever can dictate that Tresemmé—which…has been raising its profile in the fashion world—is only distributed to people who are buying higher-end apparel and accessories through Beyond The Rack. Other kinds of purchasers will not receive Tresemmé” according to Adweek. What do we think? Everyone loves a free sample.