How marketers can ethically chart an empathic course toward better understanding consumers’ needs through the use of technology Image by amrothman from Pixabay.. Empathy has been a hot-button topic over the past 10 years, the same span of time in which social media has grown into its current state of all-encompassing influence. But understanding how […]
It’s not often we see a haircare brand launch with a unique target audience focusing on culture and an innovative marketing plan, but that’s changing this fall with haircare brand Lu (LatinUs Beauty). Photo courtesy of LatinUs Beauty. Lu was created by an eclectic group of best-in-class executives, each having achieved high levels of success […]
At best, answers to the “millennial question” have offered advice on how to effectively motivate and mentor a new generation of workers, and at worst have spread and reinforced sweeping generalizations. Photo by Austin Distel on Unsplash. The so-called “millennial question” has been addressed by popular psychology and business management gurus for over a decade, […]
An insular approach to brand-building won’t cut it in 2020. Organizations that prioritize their culturally significant values and empower their consumers to tell their story will have greater control over their positioning. Photo by James Sloan on Unsplash. The role that brands play today in connecting cultural trends with corporate values is very different from […]
After George Floyd was killed by a police officer on May 25, 2020, this country came to the brutal awakening that there are two Americas: the America that white Americans live in and the America that Black Americans and everyone else lives in. Black Lives Matter (BLM) gained thousands of white protestors overnight and the […]
Consumers like brands whose stories they can relate to—why storytelling is an essential and enduring part of marketing “Goddess Nike” by mr.gears is licensed under CC BY-NC-SA 2.0. Since the beginning of time, humans have been building culture through story-telling. Cavemen told each other stories to make sense of the stars they could group into […]
How to plant your brand message in consumers’ rapidly shifting attention span with memorable, honest and insightful communication. Photo by Jerin J on Unsplash. Wait. What was I doing? Oh, that’s right. Dennis Potter in Cold Lazarus wrote, “I’m a writer. I put words in other people’s mouths.” Well, as branding professionals, we have a […]
Baby boomers live in a rapidly shifting landscape that they feel is slipping away from them. To resonate with boomers, marketers must acknowledge their fears and tap into their aspirations. Photo by Magda Ehlers from Pexels. The baby boomer generation is characterized as a mid-century generation defined by change, revolution and transformation. Born between 1946–1964, […]
How the meaning derived from signs and symbols can help you unlock a more resonant communication strategy Illustration by Bill Murphy Simply stated, semiotics is the study of signs and their meaning. Paddy Whannel, British author and media educator, once articulated it this way: “Semiotics tells us things we already know in a language we […]
A trend is not the same thing as a sociocultural movement. A trend is a manifestation that falls out of some movement that happens in the world.