Earth Day 2015: The Expected (and Unexpected) Top 50 Greenest Brands

This week is the 45th anniversary of Earth Day, and its celebration is accompanied by the hopes of tens of millions of people that this is the moment when sustainability and economic growth find a real balance. According to the experts, to be successful, everyone– including brands must commit to a low carbon future. For Read more


15 Marketing Trends for 2015

The new year, 2015, will soon be upon us. In numerology, 15 is the combination of the number 1 (representing leadership and forward movement) and the number 5 (numeric for business and finance); thus, 15 becomes the fusion of leadership and forward momentum for brands and marketers. When it comes to the future, it’s been Read more


To Re-Boot Brand, BlackBerry Boots CEO

After months of looking for a buyer, BlackBerry has given up plans to sell the company and has indicated their intent to raise one billion dollars in an attempt to re-boot the brand. To do that, however, they’re booting Thorsten Heins, their current CEO, who’s said to be leaving by the month’s end. Succeeding him Read more


Do You Want a Phone With a Camera or a Camera With a Phone?

We speak to consumers about many categories and brands, and generally they express the top-of-mind opinion that technology brands, by creating innovation, create consumer desire for more technological innovation. Sure, a bit circular, but the truth is that that’s only partially true. Consumers have expectations about everything these days, especially technology, but most are not Read more


Consumers Espresso Themselves: Who Makes the Best Lattes and How They do It

According to the National Coffee Association, 83% of U.S. adults drink coffee in one form or another. That’s up 5% from last year, and that’s 5% in the world’s largest market for coffee. It’s a $30-billion industry. Of those consumers, about a third drink a “gourmet” coffee each day, meaning not just regular coffee and Read more


Barnes and Noble: Getting Out in the Nook of Time

It’’s time to commiserate for Barnes and Noble. The once-great brick-and-mortar citadel of books is back-pedaling on its Nook e-reader. Why? Because customer’s’ emotional engagement expectations for the most-important purchase drivers in the e-book / tablet category– “All-in-One Convenience” and “Organic Operations” – –are not being met. Real books haven’’t paid off for them like Read more


What Something’’s Worth?

Here’’s part of a quote, which should resonate with every marketer: “Nowadays people know the price of everything.” Hard to argue with that, what with the Internet and mobile access, not to mention price-checking apps but, of course, today you can’t avoid mentioning them. The rest of the quote goes “… and the value of Read more


Nike Ends Livestrong Brand

There’s an interesting paradox in major league sports. Athletes can get bad press for bad behavior or get pulled over for DUI’s. They can carry unlicensed weapons, organize dogfights and even, sometimes, get away with murder. But if they are talented enough – have a great 3-point shot, or a 97-MPH fastball, or can manage Read more


Coming Soon to a Platform Near You: Streaming Music from Google and Very Nearly Everyone Else

Bill Gates foretold the success that digital would create as the fastest growing segment of the online entertainment industry. Gates said it, Google listened then Google announced yesterday it will launch a paid streaming music service – All Access music for $9.99 after a 30-day free trial – in direct competition with Pandora and Spotify Read more


Emotional Engagement Drives Profits. Samsung is One Example, P&G’s Another, Just Not With as Much Profit

For some time we’ve observed growing forces that have finally led to a tipping point in the world of brands – demonstrating that emotional engagement is now the dominant driver of purchase decisions and brand loyalty across virtually all brand categories. The result of this shift is a growing polarization among brands – in a Read more