Millennial Schmillennial! Why is everyone rushing to grab this elusive customer group when we are about to experience the largest wave of spending power to ever hit the market? I’m talking about the aging Baby Boomers who have become empty nesters, are retiring and are more mobile than ever. Consider the silver lining: There are […]
This might sound strange coming from a guy who has been preaching the importance of being BOLD and taking risks to creative teams, clients and brands for three decades. It’s always been important for brands to grab people’s attention—to stand out—by doing unorthodox things. Sometimes, the crazier the better. But today, we need a new […]
Digital Summit is happening this week here in Kansas City, which got me thinking back to when I attended last spring. It’s a really cool conference, focused on the latest trends, technologies and best practices for staying relevant in the digital landscape. And, coming from someone who can practically fall asleep standing up, I can […]
Is anyone reading this? No, seriously, is anyone reading this? That’s what you should be asking yourself when you’re allocating space for copy in your catalog or other marketing materials. Because we know this: People don’t read. They scan. They skim. They flip. They browse. As a writer, it can be quite an ego blow […]
Marketers are accustomed to thinking of their customers in terms of “generations.” Based on when you were born, you may be a Baby Boomer or a member of Generation X, Y or Z. These categorizations help us understand the consumer behaviors that ultimately drive everything from the products marketers sell to the way they “talk” […]
Dollar Shave Club was the first one I remember. In 2012, just a year after they launched the brand, they uploaded a video titled “Our Blades Are F***ing Great.” And while they pulled their punch with bleeps and asterisks, it still had some shock value. And it worked! The brazen video got shared millions of […]
There’s a lot of talk these days about creating a great customer experience, standing out in a crowded market, telling your brand story in a compelling way, and a mobile-first strategy. Let me be clear—ALL of these things are important. Vital, in fact, if you want to be successful. However, I’d argue NONE of them […]
Want to spice up your marketing message? Just look to the Bible. Wait. What? #WhatIsSheTalkingAbout? I’m talking about the seven deadly sins, friends. Those transgressions which are fatal to spiritual progress. I know. Heavy stuff. But if you take a few steps back, squint a little bit, turn your head sideways ever so slightly and […]
Seriously, learn to direct your creative efforts like a rock star. Mick Jagger knows about the creative process. He’s done well by anyone’s standards. In terms of money and accolades, he’s got those covered. I recently read his net worth is $360 million. He was knighted by Queen Elizabeth II in 2002, and today, he […]
