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Showing posts from November, 2015

The Pursuit of Integration

Every brand wants to provide a seamless experience. They want to stay true to their values across all touch points because they know that today's customers are skeptical and distrustful of what they say. They also know that one bad experience can ruin a relationship. The solution? Integration: Delivering a consistent experience across all channels. However, integration is becoming harder in today's connected age. New digital platforms appear every day, which makes it hard to have a consistent experience across all channels. New platforms require brands to bring a new set of players (agencies and/or employees) with a different skillset. New players need to be on board, trained and synchronized with the broader team, which make it even harder to deliver a unified experience. We tend to view integration from a communication perspective, but it is more about people and culture in the organization. To build an integrated brand, you need an integrated team. This means having a cons…

The Millennial Cultural Shock

Millennials feel a constant pressure to succeed. Most grew up in a household or culture where they were told, starting at a young age, how special they were. They were told that if they got a college education, a good job would surely follow. But the world has changed. An education is no longer the ticket to a bright and successful future. The job market is bleak. And that education that they worked so hard for has now saddled them with student debts and loans. A majority don’t feel special like they were always told that they were, and are starting to realize that they cannot rely on “special” to give them confidence or get them a job. To thrive in this new reality post graduation, millennials need to own their destiny and create their own opportunities. Millenials are the most educated generation in American history. But despite their level of education, they are expected to be less financially prosperous than their predecessors. Americans between the ages of 18 and 34 are earning …

Predatory Advertising

Today, there are two kinds of advertising: the one that make our lives better, serviceable advertising, and the one that makes our lives worse, predatory advertising.  What’s the difference? Predatory advertising doesn't ask for permission. It interrupts you when you are about to watch a video or read an article. Serviceable advertising asks for consent prior to sending people marketing information. Predatory advertising is constantly chasing you wherever you go online. It follows you like a tiger follows its prey. Serviceable advertising doesn't harass you online. It knows what you want and tries to advance the conversation with your consent.  Predatory advertising doesn't care about your time. It blocks what you want to watch for the duration of the ad. Serviceable advertising never interrupts your experience.  Predatory advertising is not relevant. It shows stuff that you don't give a damn about it. Serviceable advertising knows your preferences and is always adding valu…

Marketing in times of disengagement

Welcome to the age of disengagement. An era where people don't invest time, effort or emotions at work, home, politics, or religion. They have lost faith in the system. Perhaps, the inequality gap and dysfunctional politics are sucking up all the energy from society. Instead, people are taking actions on their own and holding business accountable to higher standards. This trend impacts culture, business, and every day life. According to Gallup research, 7 out of 10 employees aren't engaged in their work at the office. To say it more directly and through the words of the comedian George Clarin, "most people work just hard enough not to get fired and get paid just enough money not to quit." People want to earn a good living while doing work that matters. There's also disengagement in people's personal lives. As a result of high divorce rates, the isolating feeling of loneliness has risen to 65%, a number that has continuously increased over the past ten years. …