Don’t Let Perfect Get in the Way of Good
01/03/19 07:56 AM Filed in: Strategic Communications | Leadership Communications
The quest for perfection is everywhere, and it’s easy to get sucked in. But perfection can be detrimental, especially to small business owners or marketing managers who have long to-do lists and fewer productive hours to get things done. Let’s take a look at some of the consequences of an unhealthy obsession with perfection — and how we can use perfection to make us more productive. Read More…
Seven Great Science-Focused Holiday Gifts
12/08/18 03:12 PM Filed in: Science
Looking for some last-minute gifts or perhaps something a little more titillating than the typical holiday fare? (No offense, but who really needs another ugly tie or another scented candle?) These science-inspired ideas deliver the best gift of all — the delight of discovery. Read More…
Fear and Loathing in Marketing
10/28/18 01:00 PM Filed in: Branding | Strategic Communications
Fear, Uncertainty and Doubt, or FUD, is a fear-based marketing strategy used in disciplines such as public relations, advertising and even politics. Influencers use FUD techniques to make us stop, think and change our behavior to choose their preferred option over another more questionable option. Keep reading to learn how you can leverage fear in your marketing — and when you might decide to avoid it altogether. Read More…
The Value of Brand Consistency
09/23/18 01:29 PM Filed in: Branding
Each September, Interbrand releases its “Best Global Brands” annual rankings. While we wait to find out who will top the 2018 list, let’s take a closer look at the importance of brand consistency to businesses large and small, whether they sell to other businesses or direct to consumers. Read More…
Why is North Up? How Flipping Your Perspective Can Lead to Creative Success
09/16/18 11:06 AM Filed in: Creativity
The north pole is at the top of the world, and the south pole is at the bottom. But why is this? There is no scientific reason that one pole should be considered “up” and one “down.” A brief history lesson about the Mercator projection can help us appreciate the importance of a fresh perspective in our creative strategies.
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Selling With Science: The Good, The Bad And How Things Change
07/19/18 09:16 PM Filed in: Strategic Communications
Every time consumers shop, they face a plethora of products of all types, even for the most mundane items. At first glance, most shampoos, light bulbs or televisions may seem the same or at least very similar. So advertisers are constantly looking for ways to differentiate their products and make them stand out. Using science is one way to do that. But is the science real or is it soft, squishy and skeptical? Read More…