Categories for B2C

Alan Hart
November 18, 2014

Clients Get the Work They Deserve

Clients get the work they deserve, according to Oscar Mayer senior advertising and marketing director Tom Bick. So when he was faced with the challenge of justifying the higher cost of his company’s bacon, he stepped back and let his...

Continue reading
Alan Hart
November 4, 2014

How to Engage Consumers, Johnson & Johnson Style

It isn’t uncommon for marketers to deliver a brand message with hope, not expectation – hope that consumers will receive, respond, and perhaps buy a product. Much to their chagrin, hope is an ineffective strategy. I sat down with Colleen...

Continue reading
Alan Hart
October 27, 2014

Story-based Marketing Moves, Wins at Expedia

Digital marketing is the future, but it’s also the present. Instead of wondering whether digital marketing will take over, companies such as Expedia, who started online more than a decade ago, want to know the future of digital itself. Vic...

Continue reading
Alan Hart
April 9, 2014

Digital: The Hope, the Promise, the Risk

Last, week I came across an article in Ad Age about Mike’s Hard Lemonade shifting their marketing tactics from traditional to digital. As more and more brands proudly make the switch, it makes me wonder whether digital can live up...

Continue reading
Alan Hart
November 6, 2013

Opportunities for Brands Today (Part 2)

The other week I wrote about one of the most prevalent misconceptions of marketing: it’s the marketers, not the consumers that define brands. This week, I’d like to focus on another dangerous belief that marketers are guilty of having: Interpretation...

Continue reading