by Chris Hayes, EVP Brand Strategy When Ferris Bueller said, “Life moves pretty fast…” he really wasn’t thinking about the world of marketing, much less social media. But he was unknowingly articulating one of the biggest challenges marketers face in their quest to understand and respond to the always-changing preferences of their customers… how to get timely, accurate […]
Your brand is your brand, no matter where you are. See the impact of brand consistency from all the way across the Atlantic. Join in a stroll through the Munich airport to see just how well a consistent brand message can be whether you’re in your comfort zone or thousands of miles away. Need […]
Case Study: Seventh Generation When it comes to household goods, specifically those in the cleaning, paper, and personal care product lines, I’m not sure if there is a better example of sustainability in practice than Seventh Generation. From the company name to their product ingredients, down to the containers their soaps and cleaners arrive in, […]
Case Study: Patagonia While some companies incorporate sustainability practically into sourcing and shipping and others focus on the empirical side of things through product ingredients and consumer honesty, there is a third segment whose very brand essence relies on their inherent relationship to ethical consumerism and their perceived identity in the marketplace. Standing atop the […]
Have you ever been stuck in a conversation with someone who blathered on, never asked about your interests or paused at what would be a natural lull in conversation? The vast majority of email marketing is like that. In a face-to-face conversation, we look for conversational cues to gauge the interest of the person we […]
An examination of classic A/B testing, a regular diet for all of us direct marketers, made it to NPR’s Morning Edition last week under the guise of a “real world field experiment” conducted by two economists. I guess direct marketing must then be considered unreal and out in left field? The story explored these economists’ […]
Working with catalogers and marketers of all kinds in all categories all across the country, it’s amazing how much a recurring theme manifests. No matter what they sell or who they sell it to, at some point in our creative collaboration, some version of the following questions arise: “How can we be more like the […]
Do your customers just buy from you? Or do they LOVE you? Do you want a better performing company? Find your purpose. Brands that have a positive impact on humanity outperform the stock market by 120%. Customer behavior is telling us loudly and clearly, “I want to buy from brands that matter. If you want to matter […]
Case Study: Crowd Cow Somewhere in no man’s land, between the entrenched forces of cooking meals at home on one side and ordering food in a restaurant on the other, lives a purchase variable that has been rediscovered in a big way: convenience. Walk into any apartment building, drive down any street, and you’re likely […]
