2018 Issue 4


Brave New World of Marketing

Brand Management, Customer Focus, Insights, Strategy & Planning

It seems like everyone has hopped on the cause-and-affinity-marketing train this past year. The transparency of social media has pretty much forced it to happen if a company wants to create, gain or retain brand loyalty. But there are a lot of things that can go wrong when you quickly and (almost)...

A Purpose Without Purpose is Pointless

Brand Management, Customer Focus, Insights, Strategy & Planning

There has been a lot of noise lately about so-called purpose-driven branding. For example, “nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something.” 1 And for an even bolder statement: “people are willing to pay more to...

The Year of the Apology Tour

Brand Management, Customer Focus, Public Relations

A complete recommitment to you.”   That’s going to change."   Moving forward, it’s time to move in a new direction.” Three things said in three not-so-different commercials for three of America’s most prominent brands: Wells Fargo, Facebook and Uber. 2018 has...

A Partnership Paved with Pizza and Books

Brand Management, Customer Focus, Insights, Strategy & Planning

Can you imagine if you sat down to watch WWE and you heard the announcer say, “This match is brought to you by The Gap – give love; give gap”? Not gonna happen, right? And why is that? Because a partnership between a fun, friendly clothing store and a knock-down, drag-out professional...

Quit Asking Your Audience to Save the World

Customer Focus, Insights, Strategy & Planning

Researchers have identified three common reactions to stress: fight, flight or freeze. (Freeze was only recently added.) And without meaning to, much of cause marketing is triggering these responses daily. It’s unintentional, usually. An injustice is happening or there’s a major issue that...

Taking a Brand Stand

Brand Management, Customer Focus, Disruption, Insights

The last thing any business leader wants to do is alienate a potential customer. But the days of companies being able to safely sit on the sidelines of the big social issues are over. Silence can be viewed as being complicit. And it gives others the upper hand in controlling the narrative....

Purpose, Passion, Vision

Brand Management, Customer Focus

In today’s ever-changing communication climate, it is increasingly more important to be a beacon for doing what is right and what works for employees, clients, consumers and the community. The idea of corporate social responsibility isn’t new, but it has found new life for brands, companies...