Perspectives
Staying on top of the issues and keeping our clients informed.
Today’s business landscape is marked by ongoing disruption and emerging mega trends. Here are some of the issues and insights that have us thinking and discussing.
How to Assess Marketing Effectiveness
As strategic marketers, we recognize the integral ways that the marketing function drives business growth – from identifying the right target audience to developing a…
Megatrends through 2030 and what you can do to prepare your business
Megatrends – global, sustained, macro forces spread over long periods of time – are by their very definition “out there.” And for that reason, they…
Use the on-demand economy to your advantage
As technology unlocks the ability to enable consumers to access many real-world services in the digital realm, companies are clamoring to become the new “Uber…
Lebron’s Lifetime Warranty with Nike
Nike recently announced that they had inked a lifetime sponsorship deal with LeBron James that some estimate could be worth as much as $400-$500 million…
Name-droppers? Why Nike, Starbucks and Target may be doing it
I am wondering why major consumer brands lose their names, leaving their brand icons to serve as their entire visual identity? Last week, I drove…
The New UA Campaign Through My Millennial-Colored Glasses
In an age when marketers are trying to become their consumers’ BFFs, Under Armour’s new ad campaign,Rule Yourself, has turned me off. In trying to…
Boutique fitness studios giving traditional gyms a run for their money
For years, the traditional health club/gym has been the only option for those seeking in-door health and fitness activities. The traditional health club model consists…
Brands: Sell Your Soul
Recently, the messaging app LINE caught my eye – primarily based on the fact that it was featured as the number 14 company in Fast…
3 steps for more meaningful marketing metrics
It is estimated that more than a trillion dollars are spent each year through marketing activities – and that between 15% and 30% of those…
Market vigilance: a key job for strategic marketers
A key job of strategic marketers is to be on constant look out for changes in their consumers and their markets. But most of us…
I’m a Millennial, please stop trying to market to me
For a big consumer-facing brand, choosing the right social media platform to market to Millennials can be quite the uphill battle. Millennials are the generation…
“Glocal” Expansion: How Best-in-Class Retail Brands Succeed Abroad
In a previous article, we explored how best-in-class retail brands like Starbucks and McDonald’s execute marketing initiatives so effectively across their vast retail networks. From…
