October 18, 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 […]

A bold move to displace TV advertising

Media is migrating to digital platforms, and that is a problem for traditional advertisers. It’s no surprise that people hate the clutter, the hype, and the interruption of advertising. But what has surprised advertisers is the extent to which they will go to block, skip, and avoid them. Digital media gives them more ways to […]

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 […]