As brands expand globally in search of new growth opportunities, the diverse number of buyer personas and ways to reach them rises at an exponential rate. At the same time, customers now expect relevant brand touch points to be delivered to them in real-time, and across multiple channels and platforms. The need to generate a …

Is the foundation of your brand strong enough to support a lasting success? Are you authentically delivering on your brand promise? Or are you suffering from what research calls the current “crisis of trust” in business? If you answered “yes” to that last question, it’s time to do some digging down to your brand’s base …

My grandfather is a retired cotton farmer, so growing up I heard a lot about rain. I was familiar with what happened to our grass when the Texas skies withheld moisture, but it turned out, crops are equally imperiled by oversaturation. For my grandfather’s cotton plants, flooding was just as dangerous as drought. And now, …

As producers of branded content, one of the most important attributes you must have is adaptability. Each and every project you work on is different – even if it’s with the same client. Seldom do you want to simply reproduce content you’ve made before. Yes, you need to understand their journey, their struggles, and of …

Noisy, ugly, and dirty. Advertising has polluted cities, annoyed consumers and jeopardised its own existence. Beyond a mass-media cacophony, brand communications’ significant carbon footprint and runaway consumption are certainly contributing to what economists labelled as market failure. But contrary to Jerry Seinfeld’s 2014 infamous line at the Clio awards calling out the advertising sector to …

Crowdsourcing – What’s It All About? There are many different crowdsourcing ventures around, but video is perhaps one of the most interesting. When CEO Mark Zuckerberg confirmed Facebook would be making a ‘sustained push into video, particularly with short-form content’, the world sat up and took notice. Video, it seems, is king. Think of the …

Imagine that you’ve just opened a regular newsletter from one of your favourite brands, and the first thing you see is a large banner with the company’s logo front and centre. Having read the email and scrolled to the bottom, you click through to that brand’s Twitter account only to notice that the avatar features …

I’m fascinated by younger generations and just how different they are from generations prior. You should be too. Generations Y and Z (Millennials and Centennials) represent a dramatic “C” change where a new genre of “Connected” consumerism is forcing business as usual to cater to an always-on, accidentally narcissistic, empowered, informed, demanding, and counterintuitive generation. …

Technology marketing used to be so easy. But there have been seismic shifts in the B2B marketing landscape, causing turmoil in our go-to channels. One bright spot; however, has been the emergence of influencer marketing. Influencers have undoubtedly become a mainstream channel for consumer-facing brands, but how does it impact those of us in B2B …

Shopper research is a cornerstone of robust research programs for brands that seek to engage customers with products in store, or for retailers vying to provide experiences that will keep customers happy and spending money in their stores. Shopper research is often performed in live or mock retail environments, where researchers can view shoppers’ behavior …