Lab
Why ‘less is more’ is the future

Why ‘less is more’ is the future

Each of us faces an avalanche of information everyday. It picks up speed and momentum as it plows ahead. You can’t ignore it. And even your best-case outcome leaves you having to dig yourself out of it. Increasingly, the feeling of adrenaline and excitement from new technology and ways to connect is facing its counterpart:...
JCP crisis is its brand, not its leadership

JCP crisis is its brand, not its leadership

Despite all of the attention the recently fired JC Penney CEO, Ron Johnson is getting, the real culprit continues to be ignored by the press and pundits alike: The JC Penney brand. After all, a brand is a promise and a distillation of the core values, experiences and personality of what the company offers and...
Can see-through pants keep fans away from Lululemon?

Can see-through pants keep fans away from Lululemon?

Many women spend endless hours reading magazines and shopping online, constantly thinking that they can never look like the models before them, appearing perfectly photo-shopped in their designer duds. They think, “Why can’t brands show girls like me?” Well, some brands are doing just that. But it’s not just about taking real people and putting...
Hispanic Marketing: Dig Deep or No Más!

Hispanic Marketing: Dig Deep or No Más!

On January 24th 1848 James W. Marshall found gold at Sutter’s Hill in Coloma, California. News traveled quickly and very soon, more than 300,000 people from around the globe left their homes and their pasts to profit from the gold that was just lying there on the grounds of the California Mountains. The first to...
6 things that clients really want

6 things that clients really want

In today’s world of integrated marketing, numbers have been kings in measuring the success of a brand. Market research, data analysis, accountability and attribution are key success factors for every marketing campaign. This new paradigm of marketing shed the light on certain gaps in the relationship between ad agencies and their clients in numerous aspects;...
The right approach is the right brained approach

The right approach is the right brained approach

Lately we have heard a lot about how brand storytelling is the answer to engaging today’s consumers because it will connect the consumer’s personal values with the values of their brands. But haven’t brands been trying to connect emotionally with consumers ever since P&G and Cola-Cola emerged as leaders in consumer marketing? If marketers are...
Are strategist missing out in the digital space?

Are strategist missing out in the digital space?

When a nine-year old girl jumps up and down and contorts her body in unimaginable ways in front of the TV as an avatar mimics her every move, while steering a raft down a raging river, it is easy to wonder where technology has led us. Marketers should question whether Xbox has figured out something...
Wanted: authenticity in advertising

Wanted: authenticity in advertising

Even the chicken breasts at KFC have a charitable twist. As advertisers look to create content instilled with authenticity, consumers are not always biting. KFC is just one of the companies that embraced “pinkwashing”, or the act of stamping a pink breast cancer ribbon on another brand, to appear more authentic, and failed. However, consumers...
Is your consumer suffering decision fatigue?

Is your consumer suffering decision fatigue?

These days, it can be challenging (and time-consuming) to find the ‘one,’ whether it be the perfect mate, the perfect pair of dress shoes, the ideal vacation, the beautiful brownstone apartment, or the best flight deal. Across the last five years, the economic recession paired with a seemingly endless stream of data, inputs, resources, and...
Is your brand fast enough for social media?

Is your brand fast enough for social media?

Many lines have been written and many words said regarding the Oreo “Power Out” tweet. But is it enough to gather our marketing and ad agency members in the same room every time there is a highly viewed national event? Are we going to achieve more visibility for our brands if we make quick decisions...