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
12
Brand building in a two way world will separate marketers into two groups; those who feel a sense of gain from conversation with consumers and those who feel a sense of loss because they are no longer in control. The first group is the future of marketing.
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.
Nov
6
Baseball has amazing assets to on which to rebuild its brand. In the movie City Slickers, around the campfire one the friends said, “When my father and I had nothing else to talk about, there was always baseball” True dat.