The Topline We are in the midst of a transformational period for, well, everything. Marketing included.  This is being driven by a tsunami of emerging technologies, tectonic cultural shifts, and a deluge of data that are causing exponential disruptions in consumers’ lives and business models. The...

The Topline I have always been captivated by outer space. When I was a student, I won an essay-writing competition with a unique prize — a copy of the book “Chariots of the Gods?” by Erich von Daniken. The book sparked a lifelong passion for exploring all things extraterrestrial.   Last week, I...

The Topline In today’s world, inclusivity is a marketer’s superpower. Because of our roles in shaping brands, marketers have an opportunity — and a responsibility — to promote inclusivity at scale. But what does inclusivity really mean? Among the tectonic cultural shifts we’re seeing today, racial...

THE TOPLINE: In today’s crowded marketplace, getting to the right marketing mix can be a real challenge. How do you first create a product with the right attributes and benefits for consumers?  How do you price it in a way that works for the consumer and the company?  How do you create a campaign...

The metaverse will have a profound impact on marketing.  In order to engage and inspire people, marketers need to go where they are. If consumers start spending time in virtual worlds, we need to be present there too.  It’s critical that marketers embrace this new paradigm for consumer engagement....

This article previously appeared in Adweek.  In his stand-up routine on advertising, comedian George Carlin said, “America’s leading industry is still the manufacture, distribution, packaging and marketing of bullshit.” Although the bit is decades old, the public’s attitude toward advertising...

THE TOPLINE When people like Apple CEO Tim Cook say that consumer privacy is a fundamental human right, I completely agree. Everyone has an inalienable right to their privacy. In the marketing world, a lot of consumers’ privacy is inextricably tied to their data. And consumers want to feel secure...

We are in the early stages of what will be a tremendous evolution in how we interact with our surroundings each and every day. Much of that evolution — from the metaverse, to cryptocurrencies, to blockchains, to NFTs — falls under an umbrella that we now call “Web3.” It’s time that marketers...

This article previously appeared in Adweek.  Today, consumers are more connected than ever through devices such as watches and wearables, connected home appliances, voice-activated smart speakers and passenger vehicles. Each of these is a new pathway to meet audiences where they are. For creative...

I have always considered myself a lifelong learner — something that dates back to the values my mother instilled in me when I was a child. She used to tell me to treat learning as a gift, not as a task that I had to do. That learning was a reward, not a punishment, and should be celebrated as...