Before You Can Sell, You First Must Understand and Empathize

One of the things marketers must do is understand their audience, and if they want to increase market share, they must also understand the audience who isn’t yet sold on their product or service. I’m intrigued by the idea that Democrats understand their base–which is really a coalition of disparate interests–but that they fail miserably […]

Word of the Day: Prewards

Marketing to digital natives aged 12 to 26 is a tough task for the Gen X (and older) crowd, for Millennials have built up a heretofore unseen immunity to typical marketing come ons. But Millennials are not perfectly immune. According to BusinessWeek, a marketer simply needs to speak their language. And thanks to efforts by […]

What Do Women Want? Ad Men Don’t Know.

Visit Marketplace for the text version of this audio piece.

Walking The Spanish Language Talk

Agencies are regularly asked during new client presentations, or offhand over dinner, if they have experience marketing to the Hispanic community. It’s “the other” hot topic, along with online ad spending. Lou Lopez, VP, consumer and business insights at Synovate told Ad Age: “A big thing is how you treat Hispanics,” Mr. Lopez said. “Hispanics […]

It’s Still Rock and Roll To Me

Chicago Tribune reports that 48% of teenagers bought no CDs at all in 2007, up from 38% in 2006. Rachel Rottman, 14, says she hasn’t bought a CD in a year. The Santa Monica High School freshman says she downloads five or six songs a day, using paid services such as iTunes and social networking […]

Designing Customer Experiences

According to Ad Age, IPG is looking to connect with consumers in new ways. Former Ogilvy & Mather design guru Brian Collins is joining Interpublic Group of Cos., where he’ll run a stand-alone unit focused on making consumers’ experiences with products a more primary part of the marketing mix. The New York-based firm, called Collins, […]

Pepsi Meets The Diversity Challenge

Facing South, a blog from the Institute of Southern Studies in Durham, NC, points to a book by Wall Street Journal editor Stephanie Capparell. According to the book’s publisher, The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barrier in American Business, is at once “a straightforward business book about the birth of […]

Pitching Boomers With A Bus

If you’re an aging hippie with a bunch of money, Bank of America wants to hold your hand. According to The New York Times, B of A paid $3.3 billion for U.S. Trust, a storied institution whose clients have included Rockefellers, Astors and Vanderbilts. This new $25 million campaign by Hill, Holliday, Connors, Cosmopulos is […]

1% Alcohol, Tons of B.S.

Since when did beer become like deordorant and marketed to one sex or the other? I know Coors Light is all about it, and others, but the trend is getting weirder and that’s rarely good for the beer, or those drinking it. The August 2007 Trend Briefing from looks at various attempts by brewers […]

Keep Cool With Cold Light

As an adult beverage marketer intent on “owning cold,” it’s best to have some solid data to back up your strategy. Come in with some proof that cold matters. According to The Denver Post, Golden’s largest brewer has this data in hand. A Coors Light survey of more than 1,500 men ages 21 to 44 […]