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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.

Well, travel marketers, do you want to dance under the moonlight with all of the Millennial tourists who will waltz to your tune? Brand USA does, so it partnered with Spotify “to create more than 20 playlists customized according to different U.S. city soundscapes,” reports Marketing Dive on Friday.

We live at the best time ever to be consumers. Every brand we love and store we frequent wants to reward that loyalty. It seems marketers have figured out the big secret: We humans are just like a pack of dogs, or rather Pavlov’s dogs, and come running for rewards.

Marketing technology (MarTech) appears to leaning toward tailoring itself to verticals, such as real estate and retail, if last week's startup deals are any indication. Investors funded a variety of software and to see what MarTech is coming, marketers can click here.

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