HOW TO POSITION BRANDS IN A CONVERSION-CENTRIC, OMNI-CHANNEL WORLD

Brand positioning is under enormous pressure these days. In our omni-channel, real time, content-driven marketplace, we need a new set of tools to establish a brand’s strategy and essence. As advertising and marketing budgets shift to conversion models and away from traditional advertising models...

HOW TO POSITION BRANDS IN A CONVERSION-CENTRIC, OMNI-CHANNEL WORLD

Brand positioning is under enormous pressure these days. In our omni-channel, real time, content-driven marketplace, we need a new set of tools to establish a brand’s strategy and essence. As advertising and marketing budgets shift to conversion models and away from traditional advertising models...

IS YOUR SEGMENTATION STILL SITTING ON THE SHELF?

We often hear our clients lament the 300 page “segmentation learnings” deck that fails to illuminate and ends up sitting on the shelf, unused. Nowhere is this more true than for image-driven brands for whom aspiration is hard to express in words and attitudes alone.“Who is our current...

IS YOUR SEGMENTATION STILL SITTING ON THE SHELF?

We often hear our clients lament the 300 page “segmentation learnings” deck that fails to illuminate and ends up sitting on the shelf, unused. Nowhere is this more true than for image-driven brands for whom aspiration is hard to express in words and attitudes alone.“Who is our current...

WHAT COMEDY CENTRAL CAN TEACH MARKETERS ABOUT CREATIVE-DRIVEN INNOVATION?

The entertainment industry literally lives or dies by the quality and speed of its creative innovation. Even the most successful content has a relatively short ‘product’ lifecycle, and the pressure for new hit content never goes away. Seeking a better, more creative approach to innovation for...

WHAT COMEDY CENTRAL CAN TEACH MARKETERS ABOUT CREATIVE-DRIVEN INNOVATION?

The entertainment industry literally lives or dies by the quality and speed of its creative innovation. Even the most successful content has a relatively short ‘product’ lifecycle, and the pressure for new hit content never goes away. Seeking a better, more creative approach to innovation for...

TALK TO ME! THE TRAP MARKETERS FALL INTO AS THEY TARGET THE 50+ WOMAN

Continuing with Part 3 of our “Talk To Me!” series focusing on women 50+, we expose the extreme stereotype trap marketers fall into as they target the 50+ woman.Talk about extremes. When it comes to a visual vocabulary for older women, here’s what we see: the silver-haired senior on a sofa...

TALK TO ME! THE TRAP MARKETERS FALL INTO AS THEY TARGET THE 50+ WOMAN

Continuing with Part 3 of our “Talk To Me!” series focusing on women 50+, we expose the extreme stereotype trap marketers fall into as they target the 50+ woman.Talk about extremes. When it comes to a visual vocabulary for older women, here’s what we see: the silver-haired senior on a sofa...

TALK TO ME! A CLOSER LOOK AT WOMEN OVER 50 SHOWS HOW DIFFERENT THE DECADES REALLY ARE

Continuing with Part 2 of “Talk To Me!”, our series focusing on women 50+, we dive into the different mindsets experienced by women in their 50’s, 60’s and even 70’s.When marketers talk about Millennials (aka the Echo Boomers, or children of Baby Boomers), we all know exactly who they...

TALK TO ME! A CLOSER LOOK AT WOMEN OVER 50 SHOWS HOW DIFFERENT THE DECADES REALLY ARE

Continuing with Part 2 of “Talk To Me!”, our series focusing on women 50+, we dive into the different mindsets experienced by women in their 50’s, 60’s and even 70’s.When marketers talk about Millennials (aka the Echo Boomers, or children of Baby Boomers), we all know exactly who they...