Fewer Bigger Better

Fewer Bigger Better

When I worked for Revlon fewer, bigger, better was the mantra the communications group used to help focus our programs. The legendary brand was in the midst of a turnaround and recognized that they really couldn’t do it all. I loved this concept because if you did it right - really right - you could conquer the world. What a dream. To be able to really only pursue the very best, delivering the best results.

Read More

Millennial Marketing

Millennial Marketing

So many agencies I talk to these days are fixated on helping their clients reach millennials - from alcohol to chocolate to beauty brands.

Origins, one of my all-time favorite beauty brands - perhaps because they are one of the ‘originals’ in the wellness space and were savvy enough to tap the wonderful Dr. Weil, has even put some muscle behind this target group. Start treating the issue before it becomes an issue. Good logic. It’s easy to look at millennials and make the assumption: if you can capture their mind and hearts early you can keep them for life.

Read More

Early Adoption: Smart or Silly?

Early Adoption: Smart or Silly?

15% of the population is made up of ‘early adopters’ or lighthouse customers.

They can’t wait to get their hot little hands on the newest anything, especially if it’s technology. New iPhone, BMW, Apple Watch, runway fashion, app – if it’s early days count them in.

Early adopters understand that the cost for early adoption may be a buggy product and possibly high prices, but they don’t care. The desire to be first in line makes up for any of the inconveniences or extra expense.

Read More