Strategy, Marketing & Big Ideas
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“The brilliance of the strategy was that they were filming these people when they were doing the test. The thing that was creating the wow factor was that when you removed the box that was hiding the two cans, the Coke drinker, who looked like a Coke drinker, would say, Oh my God, I can’t believe [...]
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Convincing your customers that they’re doing it wrong is often an uphill battle. We’re all resistant to change. And when your customer base is comprised of highly educated people who are in positions of authority, this becomes even harder. How do you teach these hard to persuade experts that there’s a better way? You let everyone [...]
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Dear CMO: I’m going to get this story slightly wrong because I forgot exactly where I heard it or read it, but hopefully the meaning will be clear enough. I’m sharing this with you for one big reason: if you squint at it and think of ways to apply it to what you’re doing, it [...]
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Dear CMO: I was sitting in a coffee shop yesterday with a colleague of mine – another influence strategist, as luck would have it – and we both watched an unfolding vignette that would go on to animate not only some of the best in social influence, but also how subtle nuances can fall flat. [...]
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Dear CMO: For every pundit who proclaims that smart brands don’t cut marketing in bad economic times there are a thousand business owners who know differently. Everything tightens up when demand is down and marketing is no exception. Why do we assume we shouldn’t cut marketing when everyone – including us! – is reducing what [...]
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