When you think about land development, depending on your level of involvement, exposure, and to some extent politics, you’ll likely be somewhere on the spectrum of “greedy big bad business owner who scrapes the land bare of its character” to “engine of growth and opportunity building the roads, bridges, schools we take for granted will… Read More
Last week at the International Builders Show (#IBS2019) I was privileged to host a conversation with Luke Sherwin, co-founder of Casper the online mattress company and Koda Wang, former Chief Customer Officer of Rent-the-Runway Read More
Jon Swallen, Chief Research Officer for Kantar Media, quoted in AdAge (October 2018) says, “Beauty brands are trying to court and develop the next generation of customers. These are customers who love the luxury experience, but don’t necessarily want the price tag. It’s not simply the price point that determines the (luxury) tag, but a… Read More
Marketing—no matter whether you follow the outdated “4 Ps” approach or a more integrated customer-centric one—is typically concerned with customer acquisition, satisfaction, retention and… Read More
You don’t get to know about the lasts. Because they can’t tell you.
They just happen.
Near the end, the space between them becomes strangely physical. Read More
We’re all trying to be heard—brands, politicians, thought-leaders, people with opinions to share and ideas to spread. Or, ideas to share and opinions to spread. Sharing creates a shared set of beliefs. Read More
We are all customers. And, we’re all people. Sometimes in marketing, head down buried in analytics, chasing the new shiny object, or just adapting to the constant pace of innovation, we forget this. Read More
Every September, Starbucks signals the start of fall with the release of their iconic pumpkin spice latte. This year was no different, but it came with an added surprise when I opened the door to my local Starbucks last week and saw in all caps: “PSL | People Share Love.” Read More
“We’re the lowest priced single-family detached, non-motor court product.” “No two homes are the same—they are all different. Some have bedrooms with bay windows, because of these bump-outs. Others don’t. Nothing is cookie cutter.” “Two of our plans have full-sized driveways, so you don’t even have to deal with the motor-court at all.” Compelling, motivating reasons to buy a home in a new community? Or details I maybe didn’t know or need to care about, until that seed of doubt was planted. True story, experienced when shopping for homes in a new planned community. Read More
It’s embarrassing to admit it has been almost two years since my last post. I’m now inspired, and I can’t promise what will or won’t come of it. The world of marketing continues to evolve at vapor speed. Two years ago Instagram was just catching on. The notion of native content was foreign to most of us. And we still talked about the “awareness-interest-evaluation-trial-adoption” funnel. This model was old then, and today it’s prehistoric. Recent history (and in the discipline of marketing that means about a year) dictates we should be more concerned about the multimodal, multi-path, customer journey and not just getting our awareness (or number of FB likes) up. Read More