F Fear: How to Transform Marketing in Banks and other Brick & Mortar Brands
Wednesday, 20 September 2017
Fear / fear / noun a distressing emotion aroused by impending danger, evil, pain, etc., whether the threat is real or imagined; the feeling or condition of being afraid. “marketers are excited for the future, but fear of the unknown, fear of change, fear of failing, and fear of losing their jobs cripple the very people charged with driving innovation in media and marketing from doing so.” synonyms: terror, fright, alarm, panic, agitation, trepidation, dread, dismay, distress When I work with brands on transforming their
- Published in Marketing
Why Marketers, Agencies, and YouTube are on the Wrong Side of History with the Six-Second Ad Format
Monday, 18 September 2017
Ground Control to Major Tom. We have a major problem. It seems that Marketers, Agencies, and Platforms are only thinking about themselves. They haven’t learned that consumers now control when, where, and how they interact with brands. Brands no longer control the medium, the message, or the consumer. Even the data that marketers love so
- Published in Marketing
The One Reason Most Content Marketing Fails
Monday, 18 September 2017
No one can argue that the way brands and consumers connect with each other has been flipped on its head. Here’s the cold hard fact: consumers are now in control of when, where and how they interact with brands. It’s a hard reality for many brand and marketing executives to admit. In a multi-screen world filled
- Published in Marketing
Brands: Just Say No to Snap’s New Advertiser Strategy
Monday, 18 September 2017
A couple of days ago, I read an article from Digiday and it immediately got my attention for so many reasons. Written by Sahil Patel, it read “Snap is looking for a head of brand integration for Snapchat Shows” and I thought wow, groundbreaking…they are using one of the most traditional advertising models around. Kind of backwards for
- Published in Marketing
What’s Next? The 3 Second Ad? Stop Interrupting and Start Thinking Consumer First
Monday, 04 September 2017
Every summer has its own story. And what a summer it’s been for traditional media companies and platforms to come up with new ways to interrupt the consumer, even though everyone in the industry knows that interruptive advertising is dead. Here’s what Fox and YouTube executives cooked up over the summer barbecues: The Six Second Ad! Cue
- Published in Marketing
Why Brands Shouldn’t Forget the “Marketing” in “Content Marketing”
Saturday, 02 September 2017
True story from my experience at the intersection of Hollywood Storytelling and Brand Marketing. “Are all of the billboards that he’ll see on the drive from his home to the office part of the media and marketing plan?” “Yes. He’ll see all of our new shows promoted on every billboard on his drive.” “Perfect.” Yes,
- Published in Marketing
Why Brands Should Verify Influencer Marketing ROI and Reports
Thursday, 31 August 2017
Ground Control to Major Tom. We have a problem. The wild wild west influencer marketing industry continues to be a sh*t show and self-reporting by the very people who have a horse in the race is just one of the biggest reasons why it’s getting a bad rap. Here’s Why All of the platforms that
- Published in Marketing
Why Customers Are Your Best Storytellers
Thursday, 20 July 2017
Like it or not, we live in a world with so many screens, yet so little time. The amount of messages we receive from work, friends and family can feel overwhelming at times. On top of that, we’re bombarded with messages from brands every day. It’s estimated that we we see 300-700 marketing messages per
- Published in Marketing
How Content Marketing is like a First Date…
Thursday, 20 July 2017
Imagine two dates. The first begins: “Hi! I’m stylish and worldly. I hang out with very cool friends. I’ve won a few trophies, but really I’m good at what I do because I’m passionate about it. Stick with me and you will have a fabulous adventure.” The second like this: “Nice to see you. I
- Published in Marketing