Musings from a strategist who’s always a WIP.
Plastic is in nearly everything we buy, and yet it can harm our health, hurt animals, and damage our planet in irreversible ways. Shouldn’t we have a right to know when it’s in our products? Clear labeling could enable consumers to make informed decisions and help hold companies more accountable for their impact.
Read MoreThe latest Edelman Trust Barometer is out for 2021, and businesses are the only type of organization seen as “trusted.” What goes into trust? How can both nonprofits and businesses use these findings to be more effective in communicating with consumers?
Read MoreREI recently partnered with Ford to promote the new Bronco Sport SUV. As a bold advocate for the environment, why is REI now celebrating a gas-guzzling SUV as part of an aspirational outdoor lifestyle?
Read MoreBrand purpose is a hot topic, but do we really need it? I explore the ways businesses have done great harm to our society, and how brands can make a positive impact.
Read MoreHow can brands be part of culture and entertainment? Netflix offers potential opportunity for brands to get in front of consumers and shape perception in positive ways.
Read MoreMarketers love to talk about how we just need to reach the right person, with the right message, at the right time. But how realistic is this, and what might we be overlooking when we reduce marketing to such a simple mantra? This article explores the potential pitfalls of this digital strategy mantra, and provides recommendations for what needs to be considered.
Read MoreStorytelling can be incredibly powerful for getting people to feel, think, and act - but it’s just one tool in the marketing toolbox and not the end-all-be-all strategy. There are times when it makes sense and other times when it’s not the appropriate solution.
Read MoreFMCG brands don’t have an inherent reason for people to visit their websites (AKA ecommerce) - so they need to work extra hard to make their website worthy of visiting. Companies need to approach website content creation with the same level of strategic and creative rigor as other marketing channels, such as TV campaigns and print ads.
Read MoreThe Grammy’s serve as another reminder that the myth of the lone genius continues to permeate our culture - and the reality is that great work more often comes from collaboration.
Read MoreIt’s become increasingly unlikely that products will be substantially differentiated from each other in what features/functions they have. The more likely scenario today is that brands are competing based on the totality of experience.
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