March 3, 2018

I have held for many years that, ultimately, B2B customers are subject to many of the same influences and psychological needs as consumers. Sure, there was a time when personal relationships, three-martini lunches, and even cold calls could do the trick in many industr...

January 6, 2018

A danger all marketers face, whether you work for an agency or on the client side, is falling victim to the echo chamber effect. The temptation is there to hear only what we’re saying about ourselves, to the exclusion of what the customers need to hear about how we can...

November 4, 2017

The recent Dove debacle – the literal definition of “whitewashing” – is just one in a seemingly endless and accelerating series of brand-damaging misfires by marketers who believe they are too clever by half.

Oh Dove, did we not learn from the ill-fated objectifying by...

June 2, 2017

Before launching a brand, it’s vital to create a Brand Framework to guide your decisions. Put simply, a brand framework serves as a North Star which defines what the brand stands for, and acts as a guide to ensure all touchpoints with the market build on the brand.

For...

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I Took a Year Away from the Corporate World to Teach. Here’s What I learned.

July 19, 2019

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