Consumers crave authenticity. This has been the case to some extent for as long as there has been marketing. (Think of your cool friends who knew all the big bands…
Read Morebrand image
It’s a bad sign if no one uses your website search
I’ve been working with several clients recently to improve their website search, and have been noticing something new. Lack of volume. A rule of thumb is that between one and…
Read MoreHow choosing “Birdman” hurts the Oscars brand
The recent Oscar choice of “Birdman” as the best movie of 2014 not only defied moviegoers’ preferences, but it is also a lesson on how a strong brand can lose…
Read MoreSpinning stories for superior sales
Have you ever tried explaining astronomy and global weather patterns to an eight-year-old boy? It’s painful just to think about trying to get him to sit still for 5 minutes….
Read MoreCan social responsibility initiatives strengthen a brand image AND satisfy investors?
More companies are adding cause related or social responsibility initiatives, especially since this appeals strongly to millennials. But will investors accept this, since many believe it is in conflict with…
Read MoreAbout content
Content strategy, or how important content is for any brand, is what all brand people are talking about. Every marketer wants to create content that people will love, share, and…
Read MoreThe importance of branding to content marketing
Few marketers doubt the importance of a strong brand for a firm’s success. But a lot of marketers think about their brands in fewer dimensions than they ought to. Everyone…
Read MoreMobility and why it matters
Mobile is primarily about the devices and platforms, but mobility is a bigger idea. Mobility is very much at the heart of culture right now. It is about fulfilling consumers’…
Read MoreWhen being real matters
If you are a news junkie like me, you have spent the last week listening to tributes to the late Nelson Mandela. Clearly, he was a unique individual and…
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