Articles by Eric All articles by Eric
- CPG Brand Success Demands A Move To The Digital Aisle in
Marketing: CPG on
Remember when e-commerce was exclusively reserved for purchasing electronics? Well, thanks to mobile phones and tablets, consumers have quickly come to rely on the internet for everything from apparel to jewelry to personalized gifts.
- When It's Time For A Change: Lessons In Re-Branding in
Marketing: CPG on
To understand the thinking behind major brand redesigns, it is crucial to evaluate the strategic mindset behind the change. Did the redesign come about as a solution to a tangible problem or capture a new opportunity? Or was it merely change for the sake of change?
- Live Fast And Die Young. Or Not in
Although it's unlikely to be officially added as a new word in the Oxford Online Dictionary (alongside recent additions "vajazzled" and "tweeps"), by the close of 2012, it's very likely that you will have come across an article or a tweet or a Facebook post that included the au courant colloquialism YOLO. What is YOLO, you might ask? For those of you without a Tumblr account or a teenaged child (with a Tumblr account, of course), YOLO is the cleverly crafted acronym for "you only live once." Think of it as "carpe diem!" for the text-messaging generation.
- All Hail The Social Media Marketer-in-Chief in
Rarely does a presidential campaign initiate so much response from the marketing world. President Barack Obama didn't just make a huge impression with his social media campaign targeted toward youth, he also taught marketers and brands a valuable lesson: teenagers are listening. Many assume that moody teenagers don't want to hear or participate with brands that interrupt their social circles. President Obama showed us how wrong that is.
- The New College Try in
For many high school seniors across the country, fall marks the beginning of what is likely the most torturous few months of their lives, namely college application season.
- Today, Conforming Is The New Rebellion in
For most adults, our teenage years were marked by various attempts to further distance ourselves from our parents' generation with piercings, tattoos, unfortunate hairstyles, and provocative clothing choices designed to make the stick-in-the-mud adults in our lives cringe.
- School Daze in
Each year, it seems as if annual shopping seasons come earlier and earlier, whether it's Halloween, Christmas, or back-to-school. Part of this is due to regular retail cycles- which generally run for one or two months prior to peak shopping periods-and then sharply drop off once the holiday or event has passed. Yet, it seems as if this year's back-to-school shopping season crept up much earlier than in past years, with many TV ads airing at the beginning of August (and some even debuting in late July). Meanwhile, digital ads and sales promotions began popping up even earlier, some appearing before some students even had a chance to unpack last year's school bags.
- Teens Need To Disconnect To Connect With A Summer Job in
If you're a teen, there's some good news in this otherwise sluggish economy-your chances of landing a summer job are better today than they were just a year ago.
- Status Update: How Teens Are Spending Their Summer Vacations in
Now that school's out for summer-if not technically out for forever, as noted American philosopher Vincent Damon Furnier (a.k.a. Alice Cooper) once opined-it's worthwhile to consider the media consumption habits of teens during the dog days of the season.
- Tangled Up In Friends in
Plenty has been written about the value of word of mouth in the marketing communications mix. McKinsey, for example, reports that 67% of purchase decisions are influenced primarily by word of mouth. All well and good. Brands need to account for word of mouth in their communications plans. Check.