Where to Find Your Brand Story
Learn How to Captivate Your Customers With a Bewitching Brand Story In March 2019, I sniffed into an old claustrophobic bookstore in Queenscliff, Australia, like a mouse searching for cheese.…
What CMOs and CSOs can learn from my failed hack of the healthcare system
The podiatrist was astonished when I showed him the x-rays of my foot. Incredulous, actually. “A what? A vet took these films?” he asked. I corrected him. “An equine veterinarian.…
The 5 ingredients that help green marketing campaigns grow organically
Don’t just stand there. Plant something! That’s the idea seedling we plant, fertilize and grow with the Plant Something campaign to encourage homeowners to beautify their landscapes and neighborhoods. As…
Purpose-driven marketing made easier through new book: Good Works!
When people find out that I own an ad agency, they always ask, “What’s your specialty?” “Are you an automotive agency? A health care marketing firm? Consumer products? B2B?” My…
Death-by-acronym for the J.C. Penney brand
J.C. Penney is taking a beating. The granddaddy of all neighborhood department stores has just announced that it is going from “brand building” to “business building” to help shore-up sales. According…
How social media is humanizing corporations
Command and control. It is one of the lasting corporate legacies of the industrial age. But its grip is weakening. For 100 years, most American companies have approached corporate culture…
Nike exercises its brand ideal for the Olympics
While McDonald’s fattens itself on its incongruous sponsorship with the Olympics (What were the revered games thinking?), Nike smartly exercises its brand ideal in this spot. What does your brand…
Man of action: Captain Jared Nelson goes fishing with social media
From goofy giddiness about the adventure ahead, to raw seriousness, Captain Jared Nelson’s demeanor changed immediately at the back of the boat. “How do I get more customers?” the fly…
Can Creativity Really Increase Sales?
Do award-winning TV spots generate more sales than your typical, “50% off, buy now, this weekend only!” commercial? “Absolutely!” according to a 10-year global study of creativity and advertising that…
Teaching a fly fishing guide from Lee’s Ferry how to fish with social media
“Oh no,” you’re thinking. “Not another ‘how to’ social media training from a social media ‘expert.’” You’re right on both accounts. I’m no self-proclaimed social media guru, and this isn’t…
Have clichés rendered your green marketing unsustainable?
Are you a green marketer who has considered using the call-to-action, “Got Green?” Are you a sustainable company that put the word “Green” in your name, and if so, do…
