• Consumer behavior,  Marketing

    Marketing lessons from Matthew McConaughey

    Did you hear that? It was the collective sigh of relief South Floridians breathed upon learning they were out of the forecast cone for Hurricane Dorian. The uncertain path of sloth-like storm relegated many to 48+ hours of hunkering down in our homes and streaming countless videos while gorging ourselves on the “survival snacks” we bought in preparation for the worst possible outcome. (Thankfully, we were very fortunate this time!) As for myself, I cozied up with a glass of wine and selected “The Lincoln Lawyer” for my viewing pleasure. In it, Matthew McConaughey plays a slick yet likable criminal defense attorney in L.A. named Mick Haller. The intermittent flash…

  • Beauty,  Branding

    Shiseido / Tory Burch co-op could be the crème de la crème of co-branding

    We’ve all heard the old adage, “Two heads are better than one.” I, for one, experienced the accuracy of this statement during grad school. Getting an outside opinion(s) almost always yielded a better outcome. Likewise, in many cases, two companies are better than one. Tory Burch and Shiseido are betting on that to be the case in their joint venture. On August 7th, the two brands announced that they would be entering upon a long-term partnership agreement which would give Shiseido the exclusive worldwide license to develop, market and distribute Tory Burch beauty products. The agreement will take effect on Jan. 1, 2020. The two brands have very different stories…

  • Beauty,  Leadership

    More women are enjoying the view from the “C suite”

    School is out, and commencement is right around the corner. And, while the stress of group projects, research papers, and quizzes are a thing of the past, there is a new source of stress looming around the bend for some graduates – the anxiety of the job search. For women seeking executive-level positions, such as CMO, CEO, or COO, the outlook is rather grim. While women account for 48% of entry-level positions, just 23% of the “C suite.” It’s unfortunate that corporate America is struggling to break free of its patriarchal roots, but it’s encouraging to know that some companies are doing a better job of adapting to the pace…

  • Analytics,  Consumer behavior,  Marketing

    Why we can’t believe every single thing Simon says

    Simon Sinek’s viral TED talk, “Start with the Why” is, at first glance, very impressive. In ten minutes, he offers a very simplistic answer to a complex question which marketers have wrestled with for decades – why do consumers behave the way they do? Throughout the video, Sinek repeatedly insists that “People don’t buy what you do, they buy why you do it.” He asserts the reason is biological, and that different parts of our brains take over when making decisions, and that we tend to go with our gut reactions when deciding on a purchase. There are several problems with this theory.

  • Consumer behavior,  Marketing

    Has the flywheel replaced the funnel?

    During her talk at the Digital Branding Analytics Miami 2019 Conference (#DBAMiami), on May 11, 2019, Kathy Mayor spoke about the concept of the marketing flywheel. She elaborated on how BoxyCharm capitalizes on this notion in the relationship between its brands, influencers, and subscribers. Much like the mechanical flywheels used in ancient potter’s wheels and in the steam engines of the Industrial Revolution, the marketing flywheel uses rotational energy to increase efficiency. The flywheel also has to be self-perpetuating.

  • Marketing

    At the core of every effective leader is…

    The mark of a great leader is the ability to take charge and get things done. Conversely, a difficult part of leadership is letting go of the reigns and delegating responsibilities to those entrusted to your charge. Harder yet is then giving those people feedback and guiding them on what they did right and where there is room for them to grow. In short, leadership isn’t for those with sensitive stomachs or timid hearts.

  • Marketing,  Research

    Two must-ask questions when critiquing creative

    I didn’t expect to learn a lesson in art appreciation while attending the Digital Branding Analytics Miami 2019 Conference (#DBAMiami), and I don’t think Michael Kappitt realized he gave one. But he did. During his presentation, the President of Carrabba’s Italian Grill and FIU alum stated there are two things you should ask yourself when looking at creative:

  • Beauty,  Consumer behavior,  Marketing Communication

    The end is near(er): a sign of the times for marketers

    As marketers, we know we should begin every campaign with the end in mind. You want to have an end goal established so you know whether or not your marketing efforts were successful. At the Digital Branding Analytics Miami 2019 Conference (#DBAMiami), Britney Muller challenged me to think about a different end in mind – how people consume your content. For instance, if your product is a new line of cosmetics, there’s a good chance your target audience will want to see a tutorial on how to use them. In that case, you wouldn’t recommend the company utilize a LinkedIn article to introduce their product line when watching YouTube videos…