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D2C Lesson For B2B Marketers: Brand Performance
I had a wide-ranging trends discussion recently with the leadership of the Association of National Advertisers’ business-to-business (B2B) marketing excellence group. We discussed the surging hype of...
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Is Your Company Rebrand A Reflection Of Who You Are, Or Who You Want To Be?...
It happens like clockwork and you see it all the time: A company decides to change its name or logo as part of a “rebrand.” Then the corporate communications department does a PR blitz to launch,...
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The Payments Company Formerly Known As Mastercard
It was fun to watch the launch of the new Mastercard logo. The logo evolution itself is interesting, though I was especially interested in the framing of the announcement. It was smart, especially for...
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Brands Must Match The Right Consumer With The Right Message And Context — Or...
My reaction at first to this Cenegics ad below on Facebook was, “this is funny.” I’m sure the picture was chosen because of it’s not-so-subtle nod to the most interesting man in the world. The ad copy...
View ArticleThe Evolution Of Surveys and Focus Groups In The Advertising Industry
The onslaught of mobile text spam from political polling companies inspired me to share a few beliefs about truths in advertising. I’ve spent a good part of my career in digital measurement and...
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