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Randall Huft

Randall Huft
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Randall Huft is president and creative director at Innovation Agency, an advertising, branding, and public relations firm specializing in the cannabis industry. While working with blue-chip companies including AT&T, United Airlines, IBM, Walgreens, American Express, Toyota, and Disney, he discovered what works, what doesn’t, and how to gain market share.
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Marketing Cancer: Consumer Advocates Say Patients Pay the Real Price

A friend recently was diagnosed with cancer. When you first hear the “C word,” life suddenly changes. The diagnosis creates fear, confusion, uncertainty, and...
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Our Extraordinary Moment

It is becoming more readily apparent that despite our collective wishes, things are not going to return to any semblance of our past in...
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Survival Instincts and Lies from the Top: How Crises Alter Human Behavior

By now, you probably have experienced the long lines and empty shelves at grocery and warehouse stores. Or you may have tried to buy...
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Fake News, Media Panic, and the Viral Marketing of an Actual Virus

By the time this column is published it may seem pointless, as the Zombie COVID-19 Apocalypse has consumed most of the world. Don’t say...
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Emotional Advertising Has Become the Cornerstone of Branding

As a nation, we came together for a few brief hours. We set aside our political, cultural, economic, and demographic differences, and although we...
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The Second Greatest Story Ever Sold

A few months ago, I wrote a piece titled “The Greatest Story Ever Sold,” which became one of the more popular of my columns....
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What’s in a Name? According to Marketing Experts, Everything.

In William Shakespeare’s play Romeo and Juliet, Juliet suggests a name does not determine the nature of the thing to which it is applied:...
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How Market Dynamics Determine Consumer Choices

A friend of mine owns a CBD company. They have developed great products that are expertly made and fully tested. They invested in a...
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The Greatest Story Ever Sold

Throughout history, a few extraordinary advertising campaigns literally changed society. These tales have been told—and sold—to the masses and changed the course of human...
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What Cannabis Brands Can Learn from Greek Mythology

In Greek mythology, Icarus drowned after plummeting from the sky because, in his complacency and hubris, he flew too close to the sun and...

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