Several years ago, a reporter named Maggie contacted me for an interview. She was writing about consumer trends and tracked me down. Maggie and I go way back, having lived in the same part of town, our paths crossed more than once. Lately, Maggie has taken on a project for TRUE,...
Brands
Courting Millennials with Cultural Capital: 7 Things They Won’t Tell You
I’m excited to present our latest report: Courting Millennials with Cultural Capital: 7 Things Young Early Adopters Won’t Tell You. It’s offers a handy set of best practices for winning the hearts and minds of Millennial mavens. Dig in and learn: • Why young influencers play an even bigger role...
Consumer data: Amazon Out, Wegmans In
My sister lives in Rochester, New York and over a decade ago she introduced me to the wonders of Wegmans Food Markets. An ordinary shopping trip became a portal into a vibrant world of fresh food, gourmet cooking demos, and commitment to community. It made me want to pick up...
The Superbowl’s Stage Keeps Football Lite
The entertainment slated for this Sunday’s Superbowl makes the total sponsorship package for brands a one-two-punch—sports AND entertainment. The plain truth is that, football could use a facelift, and acts like Katy Perry stand ready to deliver. It’s been a tough year for football in the popular culture. The New...
Gift Ideas
One of the things I love about the holiday season is that we have all agreed that this is the season to be generous. But I’m also welcoming a shift away from the fierce consumerism of years past, toward a kinder, gentler season of giving. In that spirit, I have...
Shine on Shinola: Three Essential Lessons From a Breakthrough Brand
In search of a deeper understanding of what makes the Shinola brand tick, I sought out a tour of its factory in Detroit, the city where I grew up. This post is about my tour, where I witnessed the life cycle of Shinola watches from start to finish. And in...
Why The Future of Branding is Not About “Digital”
“Indeed, digital now forms such an inherent part of our lives and our business that treating it as a distinct category or phenomenon often feels somewhat perverse and old-fashioned. Try telling your kids that you have a ‘digital’ TV or ‘digital’ camera. The word itself is becoming quaint.” — Sir...
Ru Paul and New Trends in Entertainment Marketing
This week, I had a lively exchange with Dave Gianatasio over at AdWeek magazine about trends in product integration. When sponsors insert themselves into the context of the culture, it communicates what the brand means in people’s lives. It’s powerful. We’ve built a business advising clients about how to do that well....