Disappear Completely: Digital Marketing Lessons from Radiohead

In early May, British musicians Radiohead did the unthinkable: they lived up to their song title “How to Disappear Completely,” and erased themselves from the internet. Their website gradually decreased in opacity over the course of several hours, until it disappeared completely. Then, the band and its lead singer, Thom Yorke, removed all past posts, […]

Customer Experience… The Competitive Advantage

There’s an old saying in marketing, “Happy customers tell three friends. Unhappy customers tell ten.” These days, with the ease of sharing on social media, those numbers are probably an understatement. The fact is the customer experience is arguably the most critical element of a brand’s success. According to a McKinsey study, 70% of buying […]

Sustainability: A Deeper Dive

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, […]

Sustainability: A Deeper Dive

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 […]

The Integrated Shopper: How well do 3 home and kitchenware brands cross channels?

What’s in a name? When it comes to the three brands I’ve looked at this month … everything. The sign of a great brand isn’t only name recognition, but the image you get in your head when you hear the name. You should immediately feel something when the name is mentioned. The best brands allow you […]

The Integrated Shopper: How well do three outdoor adventure brands cross channels?

Retailers must make a concerted effort to get consumers’ attention in today’s fast-paced environment, where prospects are subjected to hundreds of adverting messages a day. When it comes to brand recognition, integration is the name of the game. For consumers to really connect with a brand, they must have the same brand experience online, in-store […]