Disrupt 2024

How much of your human and marketing resources are spent doing the same thing differently, rather than doing different things? If your business isn’t rewriting the book on category disruption then the burden is clearly on marketing to create it. Take Brewdog – a craft brewery founded in Scotland in 2007.   Like a lot […]

World Water Day, March 22

The United Nations designated March 22 World Water Day – an annual global observance with the goal of illuminating the path toward a sustainable and equitable future. Individuals, organizations, and governments unite to raise awareness about water-related issues and advocate for change.   Three percent of the earth’s water is fresh. 2.5% of the earth’s […]

What’s the big idea?

Technology now allows us to be content creators, on-camera talent, videographers, and advertising experts. We’ve gotten really good at describing the idea of an execution. “We’ll use stop motion.” “Let’s reach out to micro-influencers.” “How about a series of pop up events?”   We get so caught up in the idea of an execution, what […]

The best thing you can do.

At a time when management is looking at marketing for guaranteed wins, perfect solutions, and no-risk investments, keep in mind the words often attributed to Theodore Roosevelt: “In any moment of decision, the best thing you can do is the right thing; the next best thing is the wrong thing, and the worst thing you […]

If all you have is a hammer.

Paraphrasing Abraham Maslow’s Law of the Instrument: “If all you have is a hammer, you’re tempted to treat everything as a nail.” Maybe that’s why many of us reach out for a solution to a problem we’re sure we have.   So make a vow in 2024 – whether you’re working with a digital agency, […]

L.A. Revival – Stahl House

An architectural masterpiece nestled into the Hollywood Hills of Southern California, and known as Case Study #22, Stahl House was built in 1960, post-World War II, in an attempt to address the burgeoning middle class and rising housing shortage.    As impressive as the breathtaking view, is the story behind Stahl House. It represents the […]

Key learning from museum-goers

We routinely research frequent and occasional museum-goers who tell us things they might not tell you. Some of this might validate your current assumptions. And some might be new.      1. While you’re focused on culture, art, history or science, you’re in the business of connectivity. Survey respondents told us their attraction to a museum goes way […]

Segmentation Should Be a Cornerstone of Your Marketing Communications Plan

Whether you’re selling toothpaste or museum memberships you need to balance brand/product differentiation and segmentation strategies. They are complementary and interdependent strategies and can work together to create a clear fit between your organization and your market. But they are different.   Brand or product differentiation is about communicating what makes your organization, cause, or […]

L.A. Revival – Pink’s Hot Dogs

As a young foodie and marketer  immersed in L.A.’s  vibrant food scene , I couldn’t help being captivated by the extraordinary story of Pink’s Hot Dogs. This small, unassuming one-location hot dog stand  in Los Angeles  has defied all odds to become a quintessential part of the city’s culinary identity. It’s not just a little […]