Archive for the ‘Insight’ Category

BASF, And The Magic Of Human Chemistry

A key element of futureproof brands is innovation. As someone with a particular interest in building tough, resilient brands of the future, I’m always curious how big companies keep their innovation, well, innovative.

Want a Futureproof Brand?

Start with Uncomfortable Questions. Last week, I delivered a talk on motivating consumers to action. My formula for success boiled down to two simple fundamentals. Understand yourself, and understand your customer.

New Book by Bryan Pearson

Bryan Pearson, President and CEO of LoyaltyOne, has just written a new book outlining how to unlock the key to relevancy and build trust with your consumers. By describing how to turn customer information into customer intimacy, Bryan provides both compelling examples and actionable tools to make better sense of data and build better relationships. [...]

The Precautionary Principle of Marketing

In 1999 there was a meeting of prestigious environmentalists and academics promoting a theory of thought around environmental policymaking called “The Precautionary Principle”. In its strictest sense, and broken down to its most basic tenet, the principle states that “ultimate precaution should trump all other considerations in future

Designing Sustainability That Sells

Consumers are beginning to express their desire for more sustainable products. But by and large, green products are not making themselves easy to love. Lance Hosey, who keynoted at the recent Sustainable Brands conference, believes there’s still a fundamental disconnect between form and function in green product design . Simply put, products that are more sustainable tend to [...]

Is Your Brand Ready to Tap the Green Affluents?

My job is creating futureproof brands for clients. I believe those brands are built on sustainability, innovation, design, insight and sociability. Among these attributes, insight has a special place. Get it right, and your brand lines up with what tomorrow’s consumers demand. Get it wrong, and you become the next

Can Your Brand See the Footprints of the Future?

We live in a time of unprecedented chaos. Whether it’s economic, environmental, technological or cultural uncertainty, the world we inhabit isn’t easy for people, or brands to navigate.

Chasing “Thriller”

Are You Just Hoping for a Repeat? I just recently finished teaching an intensive weekend marketing course at NYU—all about building the brand experience. Toward the end of the class I do a section on “making good choices”. I believe that the secret to successful marketing lies with making good