HELLO, LOVER As the purveyors of emotional connection, it’s quizzical as to why so many marketers seem intent on leaving consumers’ hearts on the table. More sign-ups, more followers, more foot traffic, more clicks ... where's the romance? The foreplay? Whether it’s your target audience or one of your most fervent loyalists – consumers [...]
THE 10 NEW RULES OF BRAND BUILDING For decades, a single brand monarch ruled the large brand empires, controlling the message, the airwaves, and the channels. But now, consumers have broken through the gates and are redefining the rules. Today’s brand-building game is played in an open, unpredictable arena where very few rules govern [...]
HAIL TO THE NEW PRODUCT TEAMS! The Corporate Innovators! The magicians who preside over the annual unveiling of the BIG annual news ... the BIG reveal. The salvation of next year’s business plan. The main event at the annual Sales Meeting. Wait. Stop. Annual? Here’s a Not-So-Newsy Newsflash: you can’t wait a year for news anymore. [...]
WHAT IS UP WITH THE PUMPKIN SPICE CRAZE? What is it that makes consumers wild for anything Pumpkin Spice? For some brands, it's a natural offering. Starbucks ignited the fad with its PSL, an instant and ownable hit. But what about everyone else? From Pringles to Pop Tarts, Burt’s Bees to Beer … [...]
Everything's Popping! Free Range Brands have figured out a whole new way to connect with consumers that isn't confined to "online" or "retail." Transcending convention, they are increasingly using pop-ups to create high-touch experiences to humanize, connect, and showcase their personalities. By the end of 2016, the pop-up industry was already valued at $50 billion. [...]
In a world where acronyms are favored over sentences, expressions are being replaced with images, and words r shrinking 2 the need-2-have letters, how'd you like to be in charge of bringing the DICTIONARY into the conversation? Well, if you're the folks at Merriam-Webster, you give out free samples! And because of that, Merriam-Webster [...]
When Free Range Brands meet, the chemistry is palpable. But when the King of Convenience marries the Goddess of Goodness, what will their future hold? A FREE RANGE MARRIAGE Whole Foods, once an alluring, captivating seductress, has matured from a young, innovative, cultural disruptor into a mature Diva who can be credited with leading the [...]
Many marketers look to their competitive set or category to inform the tone and voice of their own marketing. Look around. Who's really taking chances? Who's really standing out? More often than not, it's a sea of sameness. How distinct is your voice? COURAGE IS MANDATORY It is likely that generations of men have had [...]
Are you building your brand as a one-man show? Is it possible to consider that an ally, a partner, or maybe just a short-term fling might ignite a force to be reckoned with? We know how that works on a personal level ... how about a on business level? ADIDAS & PARLEY: BETTER TOGETHER [...]
Today's smallest brands have enormous untapped power. That power is often overlooked. (Surprisingly, it's equally overlooked by the biggest brands, too.) But when recognized, it can ignite some serious momentum, loyalty and community ... far beyond the best product-related sales pitch you can dream up. THRIVE MARKET There's great power in big vision. Driven by the desire [...]
