• Five Inconvenient Truths That Can Make or Break a Product Launch

    Feature Articles by and on November 23rd, 2016

    Launching new pharma products can result in many sleepless nights, leaving launch teams wondering, “Did we nail it?” Their uncertainty is not unfounded: McKinsey research suggests nearly half of all launches underperform pre-launch expectations set by companies and industry analysts. Combine this track record with the fact that the next five years will see more […]

  • Data: From Killjoy to Creative Elixir

    Here’s a surefire way to crush the creative spirit? Say things like, “That’s a great idea, let’s test it.” Or, worse, “Let’s throw that adlob (ad like object) into testing and see what people think.” Data was the wet blanket on creative bravery. Safe wins, brave ideas get trashed. So you wonder why talk of […]

  • Branding in the World of The 21st Century Human

    by on September 11th, 2015

    My last post raised the 21st Century Human. Essentially, we’re different. Old and young. Millennial and Boomer. Not just from each other (that’s old news) but we’re different because we live in a new cultural code. Want proof? 3 questions: 1. Would we have really cared, on mass, about Cecil (the lion) being killed by […]

  • The 21st Century Human

    by on August 13th, 2015

    Shockingly, we’re different. It’s hard to imagine humans changing as rapidly as we’re seeing, but it’s real. Yes, smartphones have liberated and empowered us. Yes, social networking has liberated and empowered us. But, that’s the enabler. The root is a shift in us, in our reordering of values, motivators and even needs. Having spent 20+ […]

  • Acts that Bring a Brand’s Purpose to Life

    by on July 21st, 2015

    Brand Experience is all of the touch points that drive how a customer experiences your brand. In today’s world that includes user and non-user generated content as much as it includes what you do as a Brand. Brand Experience still matters, but with the emergence of the importance of a brand purpose—the reason your brand/your […]

  • How Your Brand Behaves

    by on June 16th, 2015

    Have you ever posted a bad review? A negative experience? A glowing endorsement? Of course you have because we’re all content creators and the new critic. Smartphones and social media are our slingshots. And easily accessible. It used to be that you had to take out a pen and paper to voice your feedback or […]

  • Caution! Extreme Expectations are the New Norm

    by on May 15th, 2015

    I barely remember the moon landing, but I remember when and where I was when I saw the first iPod and importantly, the emotion I felt when I saw it. It was a jewel of design. Unlike the nasty looking Walkman, the iPod was sleek, stunning in its contrast of metal back and opaque white […]

  • A Career in Advertising: Why?

    by on April 27th, 2015

    I’ve circled the advertising world for my whole career—starting in brand management then starting an insights and brand strategy consultancy and finally now, after 30+ years in the marketing world, I’m fully in. And here are a few observations about a career in this space: 1. It’s a world that will challenge you to think […]

  • The Real CMO at the Epicenter of Power

    by on March 27th, 2015

    No, it’s not the Chief Marketing Officer, but the Chief Medical Officer. But I’m not talking about the Chief Medical Officers that reign in senior positions at pharmaceutical companies but rather the Chief Medical Officer that drives family healthcare decisions—mom or more broadly, women. Recall the report from the U.S. General Accounting Office, Human Resources […]

  • From IWWIWWIWI to KWIWWIWI

    by on February 19th, 2015

    Netflix is the one of the many gurus in the world of I Want What I Want When I Want It (IWWIWWIWI). That expression has led media strategists in particular to time, place, screen “strategies” and solutions. But really Netflix, Amazon and a few others are the leaders in predicting or Knowing WIWWIWI. To crack […]

  • Fitbits and YoYos

    by on January 21st, 2015

    Will “quantified self” change human behavior? It’s an important question in healthcare since it’s the next big step in the rise of the consumer in healthcare decisions. If people are truly monitoring and modifying their behavior as a result of cool new technologies (this year CES was drowning in self-monitoring options), then heathcare brands need […]

  • Get Passionate & Brave with Social

    by on December 18th, 2014

    Embracing social doesn’t start with “create a Facebook page for our brand” or “we need a Twitter account.” Embracing social starts with thinking about how to create human, meaningful content that people want to engage with and importantly, share. I’m inspired by this example from EA Sports, the makers of the video game Madden. They […]

  • Isolating Moments to Create Meaningful Experiences

    by on November 10th, 2014

    In the 80s I worked on the launch of Liquid Tide, the first liquid detergent. As you can imagine, P&G invested a lot in R&D to ensure that Liquid Tide lived up to the cleaning credentials of the Mother Brand—Tide. To our surprise, consumers liked the cleaning power of Liquid Tide but they LOVED the […]

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