FIVE CREATIVE MINDSETS (TO SHIFT). Mindset #1 (to Shift): Create for Gen Z, Millennials, Tech, et al. Please, no. In trying too hard to be au courant or category-conscious, you can fall into the rut of pigeonholing and demagoguing on demographics. Human beings tend to be a beautifully messy, mixed bag ...

  THREE MARKETING MINDSETS (TO SHIFT). Mindset #1 (to Shift): Write Marketing Plan Before Getting Brand/Creative Involved. Great marketing doesn’t just happen by opening the lid of a creative box, throwing in the plan and hitting an “On” button. The creative fire that forged the brand keeps sparking right into the marketing plan. Creatives are ...

The $3 billion represents the global hyper growth for Grapeshot, Sprinklr, and GlobeOp, where I headed branding, respectively, from 2009 to 2018. The $3,14,000,000 Result ✓ Grapeshot, purchased by Oracle, $320,000,000 (million) ✓ GlobeOp, by SS&C, $1,000,000,000 (billion) ✓ Sprinklr, currently valued at $1,820,000,000* (billion) *valued at $80 million when ...

Try not to become a person of success but rather to become a person of value. ~ Albert Einstein To be or not to be, that is the question. ~ William Shakespeare To Be or Not to Be. Before all your To Do’s, check or create your To Be list ...

THE TRUST TEST. Email or phone or….? Which tool do you use to win the trust of your customer, and a sale? Forty-eight graduate business students were given $89 in a study on lying online. They had to tell their partners about the money — and how much they were going ...

                SHIFT FROM LOYALTY TO RELEVANCE. Ok, so you want customers who are loyal to you. Well, you can’t always get what you want., but, as you know, if you try sometime, you just might find… You get what you need when you ...

My team and I were sitting at the pub, rethinking an approach to a client’s customer-rewards program. So, we looked at a seminal study in the Journal of Personality and Social Psychology. It validated our counterintuitive notion of loyalty and compensation. And, ah, inspired another round as we brainstormed with crayons on ...

  The “Pale Blue Dot” photograph captured by the Voyager 1 (NASA/JPL). Seen from about six billion kilometers, Earth appears as a tiny dot (the blueish-white speck approximately halfway down the brown band to the right…your eye will see it if you let it). The image, composed of 640,000 individual pixels, depicts Earth, a mere 12% ...

    Emotion plays a larger role in customer experience (than effectiveness and ease): Harvard Business Review’s and Forrester‘s respective seminal studies are still rock solid in showing us why emotion is the most influential of the three e’s of Cx quality — effectiveness, ease, and emotion. Customer Satisfaction (isn’t good enough): Former ...

“What we need around here is a pair of hands.” Have you ever heard that casual, intellectually and emotionally detached comment to describe the need for an art director or designer (implicitly, cheap and fast)?  To the creative being — art director, designer, et al— reducing their process to just that, ...

Hmmm, what’s wrong with this picture that makes it so right? So irresistible to the eye and brain? Is your brand saying, Hey, check this out, something different!? Or are you signaling, Been there, done that? Are your customers seeing, feeling, something different about you? Compelling, intriguing them at first sight, to know more? Engaging their imagination ...

Strategy is the single driving cue. With this cue, you have a clear direction. It lights the way. Sets your tone. Ensures the feel. Drives nuance. It changes habit and creates craving. There is only one strategy. All else are tactics that support it. You can decide to revise a ...