Marketing

Agile began as a manifesto and became an industry. When design teams adapt it without dogma, tension turns into flow, scope changes stop derailing, and client collaboration beats paperwork.

The basic elements of highly successful online videos are really just fundamental principles of human interaction, and you can apply to nearly any form of communication (especially marketing). While there's no way to guarantee that anything will "go viral," studying and applying those basic elements…

When people talk about their company’s target audience, you typically hear things like “individuals between the ages of 13 and 25 who enjoy playing video games and have a mobile phone,” or “active consumers between the ages of 25 and 45 who like to hike and rock climb” or “procurement officers at Fo…

Smell sells. Tap scent marketing’s subconscious power to lift mood, memory, and sales. Choose simple, context-smart fragrances, tune the intensity, and watch productivity rise without customers noticing why.

Stop casting wider nets and fix the holes. Competitive CEOs chase metrics while customers crave emotion. Talk to people, design sticky experiences, and watch each effort land more loyal customers.

Once you’ve sorted out your company’s roots (purpose, values, style, etc.), you’ll find yourself faced with the challenge of trying to hold all that information in your head when making a decision. One of the best tools for dealing with this situation is a metaphor: a concept that ties these element…

One of the great dilemmas in marketing is whether to trust your instincts over what the research is showing you. Both the agency (“we know how people think”) and the client (“we know our clients”) have important insights that might not show up clearly in the research, but research can often reveal h…

Every year, _Inc._ magazine ranks the [5,000 fastest-growing companies](https://web.archive.org/web/20111126125601/http://www.inc.com/inc5000/list/2011/) (privately held) in the United States. They just recently released their 2011 list, providing a fresh set of data on the movers and shakers acros…

We now live in a world where almost everything is abstracted and over-processed to the point of barely being real. Take hamburgers, for example. What once referred to a thick, juicy slab of minced beef flavored with regional spices now typically refers to a thin, frozen, mass-produced wafer of meat,…

The typical modern consumer generally assumes quality and functionality as given, so what they’re really seeking are experiences that help them to fulfill their psychological needs (affiliation, aspiration, and identity). A key way to satisfy all of these needs is to cultivate a "tribe" around your …

Cereal is great. You throw some milk on it, and you’ve got a tasty and relatively nutritious breakfast. Theoretically, cereals–at least the basic, unadorned ones–should be relatively universal. There’s not much about them that predisposes them to any particular demographic or psychographic group. Ap…

Geert Hofstede’s research into national cultures from the 1960s onward has identified five primary dimensions of culture: Individualism, Masculinity, Uncertainty Avoidance, Long-Term Orientation, and Power Distance. This research has proven useful in a variety of contexts, from setting national poli…

Spreadsheets soothe nerves but distort reality. Great brands move hearts before minds. Respect data yet prioritize instinct, meaning, and identity to spark devotion and long term impact numbers can't capture.

As we’ve been working on our own content strategy for the next six months, I’ve been doing a lot of thinking about what kinds of things we should be writing about. There are all kinds of options out there, but I increasingly find myself thinking that the most effective blog posts (in terms of buildi…

Great advertising is exceptional truth-telling. In 1912, Harry McCann and four partners launched the advertising agency that would later become McCann Erickson. Their founding motto was “Truth Well Told,” which beautifully expresses one of the most fundamental (and often misunderstood) principles be…