June 27, 2017

Out of your mind and into the customer’s world

It’s easy to assume other people see the world the same way we do. We see the world through the lens of our own values, beliefs, rules, and biases that have been shaped by our life experiences. But it’s not safe to assume our customers are looking through the same lens. The Pepsi marketing team […]

How far can TV programs go with sponsored content?

Ad-wary TV viewers could get relief from an unlikely source – the advertisers they dislike. Recent moves by networks and advertisers signal what may become the next evolution in TV commercials: sponsored content. It’s an evolution that could also be a relief to brand marketers who have seen a steady decline in advertising effectiveness. Not […]

Brand awareness is earned

The secret to building brand awareness is to start with customer awareness. Companies today are much more likely to invest in advertising to customers rather than understanding what matters to them. On average, they spend $14 on advertising for every dollar spent on gaining customer insights. But in a world of ad blockers and fractured […]

Buyer personas for selling toilet cleaner (and other marketing dirty work)

It started out innocently enough. We were having an earnest conversation about the ABCs of buyer personas: what they are, the business benefits they bring, and how to create them. We were well on our way to another informative discussion. Then it got weird. Jayme introduced an article from the Wall Street Journal titled Trying […]