There’s a connecting thread that I’ve noticed almost wherever I go lately. Service is awful and the providers don’t seem to care. I could write a book on the slings and arrows hurled at me by retailers, banks, airlines and so many more industries over...
Brands have paid attention to the abundance of research demonstrating how beneficial it can be to adopt pro-social causes that matter to their customers. Prominent among these is the DEI movement (diversity, equality, and inclusion) which is particularly important to Generation Z. Along comes a new...
[caption id="attachment_12407" align="alignleft" width="500"] 933671114[/caption] Say you wanted to have a heart-to-heart with your partner about the future of your relationship. Would you text her to tell you how you feel and see how she responds? Would you call her during a five-minute break from work...
Marketers have always understood how difficult it is to change behavior. People aren’t motivated by facts; they’re motivated by emotion. I would also dare to say that most marketers, for all our talk about data science and the quantification of everything, are also guided by...
Is purpose-driven marketing still relevant in a post-truth, highly polarized world? The Drum ran an interesting piece recently quoting Procter & Gamble’s Chief Brand Officer, Mark Pritchard, stating “that some companies are over-leveraging purpose marketing at the expense of brand growth – and that it will...
My work over the years with global companies across a wide range of categories, along with a good deal of reading on marketing and branding, has exposed me to countless versions of the creative brief. From my perspective as a marketing strategist and educator, I...
I love golf because it’s a great metaphor for life. If you’re curious and willing to put in the work, you never stop learning. Every time you peel a layer back, each time you think that you “finally have it,” you discover that there’s so...
After a long hiatus from writing, I’m back. While additional new blogs will appear shortly, I thought nothing would be more appropriate for my first of 2022 than the sorry, sad state of life in the U.S.A. and what means for us as professional marketers...
What’s better, qualitative or quantitative research? This shouldn’t be a question we ever ask. Both are critical in gathering the insights we need to create successful marketing plans and executions when the right tool is matched to the research objectives. Yet many marketing professionals, sometimes aided and...
In addition to the ads mentioned in my last blog, The Magical Healing Power of Tom Brady, here are some of my additional favorites, along with my candidates for worst ad, from the game. As always, an important component of my ratings is if the...