• ENGAGE:MEN
    Men And Emotion: What Do We Know?
    There has been much discussion of emotions in advertising. The advertising and market research industries have come a long way in gaining a better, more scientific, and more measurable understanding of emotion. Neuroscience has been instrumental to this effort. There is now a basic understanding that asking people to describe their emotions and how they feel about an ad or a brand may yield a scatter plot of results that provide no direction to the brand. Still, it's critical to talk to your consumer, to hear their voice. When more is needed, neuroscience can provide the missing insights and direction ...
  • ENGAGE:MEN
    The Macho Mobile Experience: Blending Content With Community
    Let me guess. As a man's man, you proudly take on any task that's thrown at you and absolutely nail it, without asking for help. And us guys don't like asking for help. In fact, we'd rather get lost finding our own way than listening to a GPS or by following a map. To keep up with making our lives a little easier, mobile apps are emerging that promote that stubbornness and encourage us to be a true man's man.
  • ENGAGE:MEN
    Light Beer: Less Filling! Tastes Great! Selling Increasingly Poorly!
    According to a new survey, men are drinking less beer.