Blogs

My Takeaways From CES 2023

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...

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Innovating through Inclusive Marketing

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...

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Leveraging the Sciences Behind Marketing

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...

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Brand Karma: How Businesses Can Earn Modern Consumers’​ Trust

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...

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Data + Privacy = The Key to Consumer Trust

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...

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Sonic Branding is the next Marketing Disruptor

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...

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Marketing Is Powered by Our People, not Just Our Data

This article previously appeared in AdWeek Marketing has played a role in society for as long as there have been messages to deliver. What started as purely creative art has been shaped by social change, economic cycles and disruptive technologies. Successful marketers today are backing up their...

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