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Imagine you arrive at a party where you don’t know anyone. As you wander past groups of strangers, you take inventory of what people are wearing, how they’re interacting, and what topics they’re discussing. You read the room before you interject, instead of jumping in with an out of touch conversation starter. The same is true online. Now more than ever, brands and marketers need to listen to their audiences to create compelling brand messaging that resonates on a human level. Or else they risk coming off tone-deaf. Brand messaging: the good, the bad, and the ugly  Remember the infamous […]

We’re gonna ask you to do something a little different. Take a beat to think about the products in your bathroom. No, seriously. Envision your face wash, toothpaste, deodorant, and shampoo. Consider the packaging—how the colors, logos, package shapes, and even typeface all worked together to encourage you to pick that product off the shelves instead of its dozens (or even hundreds) of competitors. Now take that awareness and expand it. Bathroom. Bedroom. Kitchen. Living room. We are surrounded by product branding—from the kibble we feed our pets to the clothes we wear out the door every day.  When done […]

Trust in the digital age, we’re learning, is a fragile thing. Especially when Big Tech uses Big Data. Americans seem to be split regarding the regulation of the big four––Google, Facebook, Amazon, and Apple––but trust, in general, is declining in the digital era. And the historic antitrust hearing today for the big four could be