We’ve seen it time and time again. A brand hires a spokesperson, sponsors a professional athlete, engages an army of Instagram influencers, and then, something goes bad. Their influencer says something, does something, is unprofessional, disrespectful, and the brand releases an announcement that they’ve cut ties. Done. In the major league world, this is taken […]
Arithmetic of Behavior Marketing
Panera Coffee Subscription
Shifting Consumer Demands
It’s always been said that necessity is the mother of invention. This is clearly seen in the last decade with apps and technology addressing the needs of consumers and businesses. Who knew there was an easier way to keep a shopping list that anyone can see from within the grocery store? Did we ever think […]
Evolution of the Agency and the Brand
We’ve all seen Mad Men or can imagine a variation of the show. It depicts agencies, wining and dining their clients, having the three martini lunches, and eventually revealing sexy, controversial advertising campaign concepts. Is that reality? It somewhat was and somewhat still is. But there’s much more. The 60s and 70s… Looking at the […]
Differentiators – Top 8 Ideas Clients Would Shoot Down
One differentiator, please. Something big, but not too big. Something bold, but not too bold. Something that makes our company standout. Nothing that’s too difficult or that requires whole-company buy-in. Differentiators are to be celebrated. Take a test of how much of a differentiator you are willing to be. How many CEOs and marketing professionals […]
Bet on Winners
I was having dinner last night with an old friend and he said, “you would never buy a race horse that was proven to come in 2nd or 3rd place and never first so why would you hire that employee?” Arguably you could say that out of 100 potential applicants you are doing pretty good […]
Age Dictates Mindset
All brands define their demographic by the basics – age, gender, geography, income, and many other clearly defined criteria. This is a basic marketing step. The digital world has been layering on many more detailed targeting opportunities such as alignment with other brands, interest areas, digital relationships, online actions, and a plethora of unique profile […]
Great Advertisements Pay Dividends
Smart companies investment in the creation of ads which will have longevity. These ads pay dividends well into the future, and solidify brand personas. Too often, the digital realm is mistaken for a instantaneous platform. Click, consider, buy or leave. Just as broadcast was utilized to drive brand awareness and (hopefully) retail sales, digital can […]
Brand Equity in a Digital World
Companies focus on short-term returns. They must. They answer to shareholders on a daily basis. Investors are looking for returns to be instantaneous. But this may stop brands from investing and growing for maximum generational potential. In a quest for short-term gains, brands may even be encouraged to make decisions affecting long term brand equity. […]
Millions of Followers Desperate for a Leader
Ever wonder why some people have huge followings? Whether you’re talking about a person, brand, sports team, radio show host, or just an online personality on Twitter or Instagram or any of the many social channels, the reason is always the same. It’s not that there are thousands of followers. It is that there is […]