We need to face our CEOs and deliver insights, drive growth experiment to learn and then scale, vs. trying to create perfect measurement systems.
May
31
Interviewing the New ARF President…Changing Media Habits, Rules for Brand Building
In: advertising, market research, marketing, media
Leave a Comment »
Apr
10
Four new approaches to consumer segmentation in a digital and social age
In: advertising, digital marketing, facebook, innovation, market research, marketing
3 Comments
Traditional consumer research is maddening because it is rarely actionable. Here is how to fix this in a digital and social age.
Jan
8
Simplification of life is what made Google, Amazon, and Apple so successful. TV program and shopper choices are the next 2 areas ripe for simplification reinvention.
Apr
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
In my interview with Google, they flunk CPG marketers, “You get a 3 out of 10″. If you look at where the dollars are still spent, the shift isn’t happening as dramatically as it should. Mentality: I’ll leave it to the next guy to jump off the cliff.
Mar
13
Six ways marketers can get people to care about their brands again
In: advertising, branding, digital marketing, facebook, marketing
Comments Off
Remember when the coffee brand mojo was with CPG brands like Folgers and Maxwell House? The route to addressing commoditization is not more features, it is establishing your brand as the expert on something much larger so people digitally seek you out.