Marketing can be an overwhelming topic. Do you focus on marketing to women? Do you focus on becoming more green and reflecting that side of your products/operations? Do you forget about the mature market and put all your budget into young men, age 18 - 34? … Read on >
With boarding passes becoming the latest billboard space, advertising just got more ubiquitous. Independently thinking marketers may want to consider the 180 degree option for “wow-ing” their customers: giving the captive ad audience a little white space, on them.
I wrote about this in my latest Huffpo piece. … Read on >
At a time when nothing seems to be heading in a positive direction (the economy and the political campaigns for two), interest in, and passion behind, making change has to start with some nugget of hope. In my latest Huffington Post piece, I consider a way to inspire … Read on >
Remember when you were a kid and your mom or dad first gave you a little responsibility for yourself? Maybe it was the opportunity to hold your own lunch money or the task of sorting your own laundry (you are a big girl now, so you can figure out … Read on >
In my most recent HuffingtonPost piece, I write about the trendiest trend ever: holistic buying. Today’s consumers are taking the “it all matters” perspective, so integrating your marketing channels or emphasizing linear facts or ignoring their environmental expectations won’t work. They are looking for more: more … Read on >
I prefer to steer clear of politics as much as possible, but, Robin Toner’s article (reg. required) in the December 2nd New York Times pointed out a marketing angle that also applies to the consumer realm. That is, that "feminine values of caregiving" and the perhaps more feminine negotiation … Read on >
I’m sure I’m not the only one who thinks the supposed hottest trends have long since peaked by the time they get "buzz." This makes me wonder: who defines trends and do we need to wait for those trends to become "official" (by being mentioned in three business magazines, for … Read on >
In all cases, brands need to be really clear and careful with their cause marketing efforts, but perhaps especially if yours is but one of many brands under a single multi-national corporate umbrella that might present conflicting messages. Then you’ve really got your work cut out for you. If that … Read on >
It is that month again. The one where you suddenly see pink shoes, M&M’s, vacuum cleaners (?) and, well.. probably lawn mowers. This just makes me wonder if a cause can be harmed more than helped when a brand attaches itself in this way, going to extreme lengths for some … Read on >
Both men and women, according to a recent Nielsen study, feel pressure to look good. But, the more interesting finding therein is that women are not the only ones considering their looks these days. According to the Nielsen press release: "84% of Americans believe that men are more interested … Read on >
Peak: How Great Companies Get Their Mojo from Maslow
by Chip Conley
I'm a big psychology buff, so this application of Maslow's hierarchy of needs to the business realm fascinated (and resonated) with me. As Conley mentions, psychology in business has long been about "fixing it," but that won't necessarily "offer the opportunity for transformation to a more optimal state of being or productivity." Everyone can learn from this discussion.
The Sexual Paradox: Men, Women and the Real Gender Gap
by Susan Pinker
A fascinating examination of how sex differences play out over the life span. One interesting quote: "For most women it's less a question of who's able to win. It's whether competing feels good and is worth the cost."
Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
by Katya Andresen
Andresen writes that causes can learn from traditional marketers, but after reading this, I'd argue that traditional marketers can learn from the causes profiled. An interview with Andresen is included in my eBook, 9 Minds On Marketing.
You Just Don't Understand: Women and Men in Conversation
by Deborah Tannen
Men have a more asymmetrical, positioning approach to communication, while women have a more symmetrical, connecting approach. This is a classic worth revisiting frequently.
BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
by Mary Brown and Carol Orsborn
It's a hot topic - and the case studies and examples presented in BOOM can offer up insights to get you started.
