The Marketing Funnel is Failing You: Growth is a Flywheel
The marketing funnel is pervasive. This framework—the dominant mindset among marketing professionals, whether B2B or B2C—is built on a series of assumptions:
The Brain’s Guide to Building a Brand
You only need to look at a fraction of one of these logos, and your brain fills with images and experiences.
The Power of Positive Intent: Building Customer Trust
Imagine you’re in the airport, famished, waiting for a flight. You buy an enormous, puffed-up bag of potato chips. You tear into the bag, relishing the idea of stuffing yourself with salty, greasy goodness.
Longevity: The Undervalued Brand Growth Strategy
This is my Coach purse. It recently caught my eye in a photo taken 13 years ago when I noticed it hanging over my shoulder. I had purchased it years before that and have used it nearly every day since
Introducing the Marketing Hippocratic Oath: Redefining Industry Practices
First, do no harm. This is a central theme of the modern Hippocratic Oath, a set of principles governing patient care that most medical schools administer to their students. Most, if not all professions, have some form of a code of ethics that outlines behavioral expectations, and marketing is no exception.
Stop Selling, Start Dating: All Marketing is Matchmaking
Picture this: You’re at a speed dating event and notice that many of your dates fall into one of three personality types.
4 Reasons Your Company's "Good" Should be Part of Your Core Business
Frederick Buechner asked: “At what points do my talents and deep gladness meet the world’s deep need?” This is a great question to pose when searching for personal purpose, but it also applies to brands and companies.