JetBlue built its brand on being a different kind of airline.  At a time when other US-based airlines were cutting leg room, eliminating meals, and charging for bags, JetBlue gave flyers room to stretch, provided free yummy snacks, and resisted financial pressure to nickel and dime its customers with fees. The airline seemed to know …

When I started my career in marketing in the FMCG industry, I had a manager that advised me to focus my marketing efforts on my brand loyalists. In his words “You should try to make our loyal consumers even heavier users of the brand, as probably 20% of our them can represent 80% of our …

Customer experience is all the rage at the moment. The talk is all about touch points and the customer journey, from ad to call center. But companies are missing out if they’re not thinking about the words used on that journey. I love hotels. Especially luxury hotels. Who doesn’t enjoy a little pampering every once …

Words have power. Creative power. With our language, we fuel our thoughts, which fuel our emotions, which fuels our creation. As a leadership group at Smync, we strongly advocate for the end of military and combat language in all marketing and sales to our customers. We want to end ‘us vs them’ marketing. By that, …

The research has spoken.  Your brand is performing well below acceptable levels, and that’s hurting sales and business performance – it’s time to overhaul it into something new and fresh! Wait a minute. Is your brand that out of shape or crippled that surgery is the only viable option?  Or, as if often the case, …

Anti-heroes are in. One can hardly look around politics, economy, music, fashion or culture and miss a contrarian. The attitude has seeped into society, where it’s cool to be a rebel, or at least, to look like one. “May the bridges I burn light the way,” says Vetements’ oversized zipper hoodie. Romanticism of the rebellion …

Understanding people and their behaviour is an essential part of successful marketing; without this, no matter how big the budget or how creative it is, a campaign can seriously miss the mark. In recent years, marketing teams have spent a great deal of time looking at ways to engage with Generation Y, in particular, as …

The number of review websites has exploded in the last decade, and there are no signs of it slowing down. With more ways to purchase goods and services than ever before, differentiating a brand is crucial. For travel and hospitality brands this is even more essential, especially when 81% of them (according to Deloitte) are …

There is a lot of controversy around what place, if any, a demand generation team has in impacting your brand.  Let me state up front that I am not advocating that demand generation and awareness building are the same thing.  But demand generation, by definition, is all about driving a behavior and then, being able …

The way we design is wrong. Think about it – the end user doesn’t look at a product and think, “Wow!  I like that logo, and the product speaks to me, and so does the app, and the packaging really communicates everything together!”  Consumers see one thing, and that one thing is what drives their …