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Topic: Voice

Why the Super Bowl Is One of Advertising's Last Safe Bets

It offers epic scale across multiple generations

In the olden days, the Super Bowl was the place where the greatest brands dared to place ads. It was the arena of boldness. Of daring. The most hard-core advertising…

6 Ways Brands Can Draft Modern Sports Fans

Study shows marketing is welcome—but only if consumers are No. 1

On the eve of Super Bowl 50, the biggest global sports and media event of the year, I have good news and bad news. First the good news: Our recent…

5 Ways to Improve Chemistry With Your Clients

Knowing needs, interests and commonalities can rocket relationship

You've heard it before: You're a great agency and the work was terrific, but we're going with someone else that's a "better fit." Where did you go wrong? Did you…

Want to Produce Craft Beyond the Norm? Hire Confident Oddballs

Embracing peculiarity can be a strong creative force

In the late 1960s, arguably the heyday of our industry, advertising icon David Ogilvy wrote a five-point memo to his office managers worldwide, noting "the characteristics which suggest to [him]…

4 Ways to Catch Robots' Attention With Your Marketing

Artificial intelligence often first line of contact with consumers

Decision-making consumers are a marketer's most important focus. Now imagine consumers having someone else deciding all their purchases—computers talking only to other computers, making decisions for their human "masters" without…

8 Ways You Should Be Using LinkedIn (but Probably Aren't)

A few good habits to make it far more valuable

LinkedIn, that workhorse of social networks, lacks a lot of the excitement of its peers. It doesn't have Facebook's 1 billion daily active users, Twitter's real-time cachet or Snapchat's undying…

Thrift vs. Spending: Navigating the Paradox of Nonprofit Branding

How to advance a cause without looking commercially driven

Branding is never easy, but nonprofit branding poses special challenges.  Potential partners, team members, donors and advocates can have wildly varying expectations when it comes to defining a nonprofit organization's profile.…

Marketers Should Look Beyond the Dazzle of CGI and Embrace Storytelling

2 auto ads show very different ways to go

One day this fall, thanks to an Internet rabbit hole I happened to tumble down, I saw an Audi commercial, "Birth," which had come out six months earlier. That's dog…

Taking Millennials at Face Value Will Derail Your Marketing Efforts to Reach Them

Dig deeper for valuable intel about this diverse generation

I've always had a problem with generational marketing, by which I mean the assumption that you can lump millions of people together just because they're more or less the same…

Corporate Culture Has Become the Most Powerful Force in Forging Partnerships

Research shows authentic values even trump innovation

Companies are no longer judged on what they say, but rather on what they do. That is why whatever goods or services you are selling, business will always be better…

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