Being Persuasive Requires Strategy – Particularly Among Known Detractors Marketing leaders and business owners across industries have all been in a situation of convincing others of something or persuading others to see things from a new perspective. Detractors are never easy to work with – and changing peoples’ minds to build momentum towards your ideas […]

Do You Have the Latitude to Experiment with Your Marketing Strategy? The COVID-19 pandemic has demonstrated its massive impact on advertising spending and digital marketing. While many markets are bracing for despair, there are impressive innovators in the field who are pushing digital marketers and creatives to step-up and do things differently.   For many […]

Authentic Marketing, Everyday Influencers and Reframing Urgent Needs During the COVID Crisis. We are coping through an unprecedented moment of crisis – and yet, marketers have a tremendous amount of work to do. Digital experiences are more important than ever before – and, some argue, they will remain that way. And while being brand-centric is […]

How Can Marketers Leverage The Psychology of Reframing an Argument? We have all been there before – a discussion gets heated, you have a point you’d like to make, and your conversation partner appears to be unable to understand your perspective. What to do? As powerful as the art of persuasion may be, the odds […]

Yes – You Can Build a Digital Strategy To Help You Soar Through The Recession. The coronavirus pandemic has created a fast, dramatic economic dip. While it remains to be seen whether or not we are in a long-term recession, planning is power. Recessions tend to follow three stages: the drop, the climb out, and […]

When It Comes to Good Marketing, Customers’ Feelings are Facts. Perhaps you’ve heard the adage that people are not likely to remember exactly what you say – they’re far more likely to remember how you made them feel. The marketing community often discusses empathy and connection as pre-eminent ways to build brands’ momentum. I have been writing a […]

COVID-19 Lays the Groundwork for Strong Allegiances Between Brands and Their Customers It is no secret that COVID-19 has put brands in a deeply compromising position. Since so many customers are sheltering in place or are facing profound financial uncertainty, it is incumbent upon brands to find new ways to engage with their audiences. In […]

How Can Marketers Respond to Changes in Consumer Confidence? Every business has felt the impact of the COVID-19 pandemic in some way – and the impact on the economy has been massive. Consumer and business confidence have wavered, stabilized, plummeted, and soared. This volatility is likely due to uncertainty around the virus itself since no […]