There is a specific word in the English language for almost everything.
It means “The act of valuing something as worthless.”
It’s like we created a $10,000 word to describe an idea that’s not worth a penny.
“Young orphan, trained by a wizard, surprises entire kingdom when crowned for removing sword from boulder.”
“Unlikely friends realize they have more in common than not while in high-school detention.”
Let this be a reminder to those of us in the industry formerly known as advertising: Great stories are great stories because they’re simple. It’s nothing new. It’s been this way as long as we’ve had breath in our human lungs.Continue Reading
From Day 1 in my career as a professional marketer, 7-Eleven has held a special place in my heart. For starters, it is an enduring success story from my hometown and has been a strong influence on my first mentor. I’ve spent many marketing years helping clients court and work with the world’s largest convenience-store chain. Its most lasting imprint on me has to be three magical words that proved value beyond the impulse environment that forged them, helping me understand product introductions and prioritize the ‘What’s in It for Me’ (WIIFM) across industries and stakeholders within all purchase cycles.Continue Reading
So a vegetarian walks into an Arby's and... wait, no, they don't.
Arby’s is doing a bang-up job innovating their product line beyond roast beef to stay relevant to millennials. They know their audience isn’t the kale-and-quinoa type. So they made a pretty safe move this month alienating vegetarians during the launch of their new Brown Sugar Bacon. They created an actual hotline for vegetarians struggling to resist the sizzling hot temptation of drippy, sugary, om-nom-nom bacon goodness.Continue Reading
Brick-and-mortar retail stores were dead…right? For years, countless experts ushered stores to the graveyard for a proper burial. But instead of going the way of the dinosaur, retailers evolved their own product – the physical retail space – to survive and thrive in the wake of the e-commerce wave. So what lessons can you can take away from this retail resurgence?Continue Reading