Insights

There are no new ideas. Embrace it.

For many creative-types, this can be a hard pill to swallow. Your ideas are not new. Sorry, but it's true, ...
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Positioning? Who cares… just get some results!

Uh-oh, did you get to this post thinking it might help you skip the boring, worthless, pain-in-your-assumptions, process of defining ...
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Big data alone, won’t get results (without strategy)

Analyzing results of a marketing campaign is one thing. Strategically breaking down what is working and what is not working, ...
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Warning: This Habit Can Become Addictive

And don't blame me if you can't quit. I adopted this :15 minute-a-day productivity habit and I am addicted to ...
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67 Branding Insights

An on-going article featuring tips and insights on branding and marketing This article is an ongoing series of posts. Feel ...
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6 reasons your target is too big

When defining a target audience, what makes marketers reach for the shotgun rather than the rifle? Is it the belief ...
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Creative Trilogy – benefit, position, strategy

The extraordinary marketing ideas arise when an abundance of ideas are put on the table. And there are lots of ...
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Take a position – and own it

In deciding on a position for a company, product or service – creativity plays a big role. This is where ...
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Creating the creative strategy

Ok, I've covered some territory on singular benefits and positioning statements. In this post, let's cover the critical set-up for ...
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Creative questions you can’t answer online

As a marketing or communications professional, whether your title is “Creative” or not, you need to be creative. And if ...
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