Marketing That Reaches Men (Without Insulting Their Intelligence)

Diet Coke and Coke Zero may be 99% identical in composition, but one is shunned by men because it’s perceived as a chick drink. The other comes in a cool black can (because guys like products that come in black, see) and is pitched by ultra-masculine former Bears linebacker, Brian Urlacher! Sure, they’re basically the exact same cola, but the … Read More

Marketing To Millennials: Getting Gen-Y Right

It’s a topic so ubiquitous, your grandmother just wrote a blog post about it—snaring the attention of millennials, AKA Gen Y. And with good reason: We’ve all heard it before ad nauseam, but that doesn’t make it less true: yes, you will need a totally comprehensive digital strategy and an established beachhead in the relevant outlets of social media. We … Read More

Staying Above the Fray: Crafting and Maintaining the Mystique of a Luxury Brand

A luxury brand must do two things at once: produce a beautiful and functional product of a superior quality that can’t be found elsewhere—being handmade doesn’t hurt, either—and maintain the mystique. It’s this perception of intrigue and exclusivity that keeps their products in demand instead of plummeting into the bargain bins. This can be achieved in a lot of ways—having … Read More