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Heather Fletcher is senior content editor with Target Marketing.

Andrea Syverson is the founder and president of IER Partners, which has guided and strengthened brands of all sizes with savvy best practices for creating customers for life. Combining her passion of adventurous listening and working across diverse industries, her "outsider-insider" creative branding and merchandising expertise and objectivity has been valued by companies as diverse as Spanx, Ben & Jerry's, Celestial Seasonings, CHEFS and Boston Proper.  She holds an MBA and has dedicated more than 20 years to providing clients both domestic and international with innovative approaches to branding, product development and creative messaging. She is the author of  two books in which she shares her hands-on approach for both brand building and creating customer-centric products that enhance brands: ThinkAbout: 77 Creative Prompts for Innovators, and BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants. You may reach her at asyverson@ierpartners.com.

When I attended grade school back in the Paleozoic Era, my classmates and I loved our weekly spelling contests where, no matter who our facilitator was, we looked not only to master our assigned words but also to tackle some wild card selections. Millions of years later, I still geek out on these letter placement challenges and am thankful that Google Trends recently released a map of the most misspelled word in each state, with some of the troublemakers striking me as “beautiful” reminders of how even common utterances can catch us by “surprise.”

Yesterday during his press conference, President-elect Donald Trump vowed to bring jobs to the states whose voters helped him win. He talked about car manufacturing jobs that will remain in the U.S. once he takes office in a few days and the companies that won’t be offshoring work because of his intervention.

Because one state, Colorado, can now require out-of-state sellers such as e-commerce marketers to disclose what its buyers purchased for purposes of taxation, more states may do the same, worries the Data and Marketing Association (DMA, formerly Direct Marketing Association).

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