Feel the stories of people who grew up in cultures without choice where daily existence was defined by deprivation rather than hope. Freedom is spelled C-H-O-I-C-E, and that is the importance of marketing and brands.
Feb
3
Media strategy principles in a 360 world should take priority over the analysis of benchmark brands. The benchmark approach locks you into a recursive trap so you are probably observing strategies that reflect a 5-7 year old media environment
Jan
14
Marketers, take note: the curiosity impulse can lead people to discover and engage with your brand. Curiosity short-circuits the linear funnel from awareness to interest to desire, blah blah. Curiosity leads to purchases that are serendipitous and often spontaneous.
In a long-tail world of choices that are sometimes not very functionally different, perhaps “interesting” is the new “better”.
Nov
24
Brands represent a huge amount of asset creation from advertising and other brand building investments and marketers need to find a way to make the connection or they will continue to make the wrong marketing investments.