Leveraging the Sciences Behind Marketing

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

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...
Data + Privacy = The Key to Consumer Trust

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...
Sonic Branding is the next Marketing Disruptor

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...