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What would the world look like if brands tried to represent the people they market to more genuinely? It’s a question that today’s business and marketing leaders have set out to answer. By building more inclusive brands, supported by more inclusive marketing, we can move beyond stale buyer personas and sales tropes and start making […]

Thirty years ago, most of us couldn’t have imagined a world where we’d walk around with tiny, high-speed computers in our pockets. Today, most of us can’t imagine a world without them. There’s no denying that mobile technology and smart devices have redefined how we interact as a society. Whether we grab our phones to

If you saw Netflix’s The Social Dilemma, you understand why consumers and marketers alike were deleting social accounts and setting limits on their scrolling. Machine learning is a powerful tool but also a potentially destructive and hazardous one. With about three-quarters of consumers distrustful of (and afraid of) machine learning and AI, what can marketers do to earn trust and tread lightly? We’ve put together how you can use this tool for good.   What is machine learning?  We admit this is a bit of a loaded question. Machine learning is a big industry that’s constantly in flux. And, sometimes, […]

It’s a trend that you may have first noticed in an older relative or a busy friend. Someone who may have trouble typing out with arthritic hands or may be balancing too many things to input a search. We’re, of course, talking about voice search. As a rising trend, we’re seeing more and more of

It’s a digital world, and we’re surrounded by content 24/7, 365. And, for the most part, this content helps us get shit done. We pause our doom scrolling to read an inspirational self-help post, hardly noticing that it’s promoted content. We watch video tutorials to get the most out of the newest impulse buy. Or we’re compelled to read through the weekly newsletters that accompany our pre-packaged meal kits. These are all examples of content marketing at its finest—it’s seamless, useful, and enjoyable.  Trust us, it doesn’t come easy.  We’ll say it again for the folks in the back: effective […]

Loyalty programs that reward repeat business with point programs and other freebies are common. Whether it’s a “Buy-10-Get-1” punchard or a post-purchase discount code for your next shopping trip, they’ve blended seamlessly into our consumer lives. But can programs like purchase points really build and brand loyalty and create an authentic brand relationship?  In many

These days, just about every element of our lives exists in some form online. It’s where we learn, work, socialize, and, yes, shop. But somewhere between landing on a site and clicking “Add to Cart,” the shopping experience’s human element gets lost. And if the customer experience is jumbled, things go south even faster. According

Think about the websites you visit regularly. The brands you support and the products you choose to keep around the house or the office. What do they all have in common? Our guess: they’ve figured out how to leverage the user experience to keep you coming back.  Are those websites easy to navigate? Do they give you useful information? Do they make your life easier? Maybe these brands speak your language, or seem like they just get you. Are those products the best, the cheapest, or the easiest to use? These questions (and hundreds more) all relate to your user […]

Scrolling through Amazon or strolling down an actual aisle— packaging design affects our purchasing decisions. Packaging isn’t just a vehicle that gets products safely from store to home, it’s part of the product experience. And thoughtful packaging is one more creative way to tell your brand’s story. But it’s not just about attention-grabbing design. It’s about designing an experience that aligns with your audience’s values. These days that means minimal waste, sustainability, and creative engagement. The all-encompassing world of packaging design First, what do we mean by packaging design? It’s a big term that encompasses many different levels of decision-making. […]