“I would say to anybody doing a startup, especially from an investor perspective,” says Ben, “is invest in that third party research so it v

Developing messaging for your new campaign is simple, right? Identify the markets or categories you want to target, get to know the customer—his or her decision journey, motivations, pain points – then develop your brand message, slogan, creative and communications channels. Then market to them with a one-size-fits-all approach. Easy right? Wrong! Every year companies launch campaigns only to have them fail. Sometimes it’s the messaging that doesn’t speak to the needs of

Understanding the role research can play requires an understanding of how different methodologies and advanced analytics can be applied to a

When we think of silver bullets, we know they were a symbol for the Long Ranger. And, they certainly killed a Werewolf or two, but I can’t think of a silver bullet that solves all of our marketing and communications challenges. There is no silver bullet in marketing! I know a lot of people thought social media was going to be it, just like we thought websites were going to be it too. But, there is no silver bullet. I’m a big believer in integrated marketing and perhaps even m