Blogs

Reflections on Six Weeks of “Quantum Marketing”​

The Topline Today’s marketers face a bevy of misconceptions about their craft . One of the harshest is that it projects desire onto consumers in a manipulative, self-serving way. Great marketers ensure that the opposite is true, making the effort to not only understand consumers’ needs and wants,...

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Marketers Need to Positively Contribute to Societal Change

The Topline Today’s marketers face a bevy of misconceptions about their craft . One of the harshest is that it projects desire onto consumers in a manipulative, self-serving way. Great marketers ensure that the opposite is true, making the effort to not only understand consumers’ needs and wants,...

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Why is the Big Game such a big moment in time for marketers?

Sunday’s big football matchup is often called the Big Game – notably by the brands that aren’t sponsoring the event and want to avoid trademark litigation. But it is a game with sky-high stakes in the marketing world: Should brands spend millions for 30 seconds of airtime in front of the largest...

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How Do Marketers Thrive in Today’s Tech Era?

Technologies such as artificial intelligence, augmented reality, virtual reality, 5G and IoT are going to significantly disrupt how consumers engage with brands in every industry. Marketers must embrace this new paradigm, which I call the Fifth Paradigm, to stay ahead of the game. Surviving the...

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Would you support a brand without purpose?

More than ever before, consumers are choosing to back brands they believe in. To them, it’s not just what a company does that matters, but more importantly, how it conducts its business and the impact it has on society.  Trust is going to be a huge differentiator for brands, in a world that is...

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How can brands foster optimism in troubled times?

When the world seemed less complicated, marketing was designed to move consumers and make products desirable. But it has now taken on a larger role. We’ve long been observing, participating in and driving a cultural shift from consumption for pleasure to consumption with purpose, with an...

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What Can Small and Large Businesses Learn From Each Other?

While the adversity we’ve endured this year as global citizens has varied greatly by geography, industry and any number of demographics, the opportunity to work together with a crucial shared purpose has been uplifting for many of us. The COVID-19 crisis reinforces the value of not just mutual...

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