• Branding,  Marketing

    Expert Insight: Social Media’s Role in Brand Development in Today’s Digital Age

    Recently, I had the opportunity to contribute to Brandon Diaz‘s thoughtful article about brand building in the digital age. Check it out below! Social media is one of the most essential tools in any marketer’s toolbox in terms of brand development in today’s digital age. I believe social media is THE platform for any company to grow their brand. On a daily basis, most individuals spend hours upon hours checking their different social media channels. Social media enables companies to place their brand and content in front of potential customers on the platforms they spend vast amounts of time on already, in order to communicate their message to their audience…

  • 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…

  • 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:

  • Branding,  Consumer behavior,  Marketing

    Why customer relationships should matter to marketers

    Consumer behavior dictates marketing strategies. It really is as simple as that. Fortunately for marketers, science shows that people are easily influenced at the subconscious level. With a little work, they can be persuaded at the conscious level if you can speak to their immediate pain points at the appropriate time in the customer’s journey. What companies do after they obtain their customers is even more important than the measures they took to reel them in. According to Rightnow Technologies, 73% of customers leave a brand because they are dissatisfied with customer service.

  • Consumer behavior,  Marketing,  Marketing Communication

    People are strange, when you’re a marketer

    It’s interesting to reflect on how the price of an individual’s privacy has plummeted over the years. I remember when Facebook first came out and users were reticent to give up their date of birth so they could register to be part of the social site. (I, for one, initially gave them a fictitious birthday. Later I corrected it when I realized it might be nice to have hundreds of ‘friends’ post on my wall and wish me a happy birthday.) Jump forward ten years, and we reflexively grant permissions and quickly click through user agreements without reading them, and without a second thought, to join online communities with our…


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