It’s Cringe Thursday
Sometimes I see something so bad, I need to share it. Especially when a brand tries to be funny, self-deprecating and different – failing miserably. I can see the creative team during their...
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CEOs should be brand managers
How many times did we hear outcry about tenure of CMOs? It’s somewhere between 12 and 24 months. In short: pathetically short. There are groups on various social networks where CMOs talk with each...
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Insights vs. Observations
I was meeting with an advertising agency and one of the team members talked constantly about new insights. After we explored his insight, it seemed to me he was talking about an observation not an...
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Working over vs. Starting over
My first job in advertising lasted two weeks. I was assigned to a dog food account, had to rewrite can copy, trade ads, brochures – almost everything. I was dreaming of creating amazing commercials...
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Our judgment is upside down
The list of countries by Nobel laureates is very revealing: - The United States has 332 winners. - United Kingdom 118, followed by Germany (103), France (58), Sweden (29) and Switzerland (25). - China...
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Create with vision. Optimize with feedback.
The whole advertising industry is embracing Big Data. It’s the new black of marketing. I’m a big fan of testing and optimization. We finally have readily available data in real-time – how can you not...
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The Right Brain vs. Left Brain Marketers
Marketo posted this infographic, visualizing the difference between right brain vs. left brain marketing. As they write: “Psychologists and personality theorists have long believed there to be...
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Let’s be honest here: Nobody cares.
The marketing world is filled with words like fans, followers, likes, fans, loyalty, engagement, commitment, participation, community, and so on and on and on and on, giving every marketer the false...
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Marketers: Here’s your wakeup-call!
Valuable and return business is based on trust. You trust your hairdresser to make you look good. You trust your barista to serve a coffee according to your taste. You trust your mechanic to fix your...
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It’s not about whether you can, it’s about whether you should.
Many articles have been written about bright shiny objects of marketing, brands people putting out content on social platforms without any strategy, jumping on glossy bandwagons. As they say: “A...
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