Often times, when news articles and blog posts talk about reaching female consumers, they center on statistics and superficial overviews rather than qualitative thinking. Fortunately, brand experience expert Katie Mares lays out a comprehensive case for action in Earning Her Business: The Importance of Tailoring Your Brand Experience to the Female Consumer. Mares traces the […]
Know Thy Customer: IBM’s SVP/CMO on the Value of AI
How does a modern brand team get to know the company’s customers and prospective customers better? Do the MBAs on board make it a priority to “walk a mile in the customer’s shoes?” Or do they prefer to suck up the data with a machine? In IBM’s case, the company trusts in the machine. IBM’s […]
Because Ian Sohn, 48, Is Smart, He Knows That Ageism Is Dumb
Ian Sohn of WPP is 48 years old. Old enough to have gained the critical experiences and insights that lead one to wisdom. He shared some of his knowledge with Adweek, recently. The article is behind the trade magazine’s paywall, but Sohn kindly provided a PDF version for non-subscribers. I love how Sohn says (in […]
Helsinki Has Sass, Declares Itself World’s First “City As A Service”
Finland is north. For some technology workers, it’s true north. Helsinki and some of Finland’s most renowned tech companies launched a talent attraction campaign in September branding Helsinki as the world’s first City as a Service (CaaS). The campaign received close to 7,000 applications of tech professionals interested to relocate to Helsinki. “Finding the best […]
Hello My Name Is Awesome Guides You Though Those Tricky Naming Assignments
Of all the types of assignments advertising and marketing folks undertake, naming is probably the most rife with landmines, although it can be fun. A name which can seem like a natural winner in a brainstorming session (or thinking it over in the shower) might turn out to be legally problematic, tough to sell, or […]
Need to Convince People? Stop Talking and Reach Consensus
When you work in a creative field, you traffic in ideas. For a creative person in advertising, ideas are currency and like cash, fluid and hard to capture. Ideas are also something that people in advertising fight for, steal, glorify, and covet. The thing to know about ideas is they do not accrue value when […]
Today, Customer Experience (CX) Makes or Breaks Your Brand Promise
Content isn’t king. Customer experience is king. What does this mean for marketers? Simple. When a brand’s primary advertising claims fail to play out in real life, the result is more cognitive dissonance and loss of trust. In other words, it’s exactly what no one wants. In days gone by, a brand could make a […]
“Savvy” Looks at Society’s Fakeness, and Advertising Looks Good In Comparison
I think we’re living in a precarious age. Nothing in the modern media is what It appears to be. We’re surrounded by stories, personalities, and corporate entities that simply operate by the maxim that “the end justifies the means.” Especially if that means outright deception. Shiv Singh and Rohini Luthra, Ph.D. take a closer look […]
The Punk Rock Of Business Sings A Familiar Song Of Disruption
It’s been 40 years since the Sex Pistols arrived and shook up a fairly corporate and slick music scene. Now, John Lydon is 62, the music seems a little tame even if it’s still raw, and anyone who remembers (if they can remember) those punk years has more gray hair that’s in need of dyeing, […]
Speak With Impact Lets You Shine In a Communicator’s World
What often separates the most successful ad people from others? The ability to effectively speak and communicate. We all can have great ideas and vision, but without the ability to sell them, those ideas won’t get anywhere. And public speaking is of the areas ad agencies often don’t train employees or work to nurture their […]
