Here Are 3 Logo Design Trends We Can Expect Coming Into 2020

As we turn the corner into a new decade, marketers and brand builders are poised to enter a new era of design. Building on current styles and taking totally fresh artistic direction, designers around the world are pushing the boundaries in an effort to define the key design traits of the next 10 years. Nowhere…

4 Ways Programmatic Buyers Can Master First-Price Auctions

In 2019, key players in the complex world of programmatic have taken major strides toward greater simplicity and transparency for buyers. In fact, Google’s recent decision to adopt a first-price model has added pressure to programmatic traders to simplify the state of auction dynamics and shed the inefficiencies of second-price auctions. For years, second-price auctions…

Product Placement Campaigns Need Purpose or Viewers Won’t Be Impressed

In a world where consumers are demanding that their favorite brands take ethical stances, purpose-driven advertising has become top of mind for brands, including product placement efforts. According to an Accenture Strategy research report, nearly two-thirds (63%) of consumers globally prefer to buy goods and services from companies that have a shared purpose that reflects…

Peloton’s Holiday Ad Shows How Marketing Once Again Fails to Understand a Movement

Why do women and even men find the new Peloton holiday ad so disturbing? Because it’s full of some subtle and (some not-so-subtle) triggers that indicate that marketers are still living in the past and can’t seem to catch up. But rather than join the internet flurry of anger and mockery, I’d rather share some…

Deadspin’s Demise Shows How Vital Community Is to a Brand

Folks have been piling on G/O Media for its “stick to sports” mandate to Deadspin, the creative sports publication with a cult following. That mandate saw its editorial staff leave in a revolt. Days later, an executive resigned. Deadspin has been a ghost town for a month now, since Nov. 4, when it last posted…

Here’s How Ad-Tech Can Reduce Its Biggest Enemy: Latency

Latency–the delay that occurs in communication over a network–remains the enemy of ad tech, and by extension, the enemy of publishers and agencies relying on increasingly sophisticated tools to drive revenue and engage audiences. With real-time bidding demanding sub-100-millisecond response times, advertisers are careful to avoid any process that could hinder their ability to win…

How to Apologize in the #MeToo Era

It’s been two years since the #MeToo movement gained national attention, and the accused are now re-emerging with apologies and explanations. Maybe they are looking for redemption, forgiveness, clarity or a job. Whatever they are seeking, many of their apologies haven’t been landing. No one outside the courts is here to prosecute these people, but…

Direct-to-Consumer Brands Are Reshaping the Face of Retail

The We Company was worth $47 billion and then it wasn’t. Peloton Interactive, branded like We to be valued as a tech company and not just a fitness company, is trading 20% off its IPO price. And a range of other direct-to-consumer brands see its stocks flagging as investors shift their focus from growth to…

Using Animations Can Further Conversations With Consumers

In a world… I hope you read that first line imagining a deep and dramatic voice. Good, because what I am going to tell you requires the kind of gravitas that creates spine-tingling anticipation. In a world where the skip ad is an advertiser’s worst enemy, where fast-forward is the death knell of the 30-second…

These 3 Brands Ingrained Their Core Message Into Every Fiber of Their Organization

Remember when popularity was synonymous with success? At a certain point, we all grow up, find our niches in life and accept that we can’t be everything to everyone. Nor do we want to be because we have influence and thrive in our own universes. But for some reason, this simple life lesson doesn’t seem…

Instagram’s Losing the Likes but Opening Itself to Story-Based Content

Instagram’s wave of likes removal has finally made its way to the U.S. While not unilaterally rolled out to date, someone you know is probably like-less, and a similar fate may strike your feed at any moment. The popular narrative as to the reasoning behind this decision, fueled in many ways by the brand itself,…

Pyer Moss Was Authentically Built Around These 3 Pieces

Branding is an extension of storytelling. An integral yet common communicative experience, storytelling accounts for roughly 65% of all human conversation. It’s how we pass down societal norms and spread innovation through generations and across cultural lines. The challenge for most brands is to communicate sincere social awareness, often regarding issues of no direct association….

What Brands Need to Understand About Cancel Culture

Kanye West. Equinox. Taylor Swift. Kevin Spacey. Nelly. Donald Trump. Joe Biden. Guacamole. Post Malone. Crocs. Aziz Ansari. Elon Musk. 6ix9ine. Prada. Snapchat. United Airlines. Roseanne. Kim K’s Skims n?e Kimono. Nothing in common? Think again. It’s not their charm and wit or a social following over 1 million or their unwitting ability to turn…

Influencer Marketing Is Becoming a Priority for Political Candidates

In 2016, college voter turnout was only 48.3%, but now it’s expected to nearly double as 80% of Gen Z college students prepare to cast ballots in 2020. Gen Z is about to make big waves in the next election, but the scope of that impact won’t just be shaped by the information it concerns….

3 Ways CMOs Can Bolster Cybersecurity Learned From When My Brand Was Hacked

I’ll never forget Easter Sunday of 2017. That was the day McAfee’s page on a prominent social media platform was defaced, less than two weeks after we had spun out of Intel to create one of the world’s largest pure-play cybersecurity companies. The hack would have been embarrassing for any company; it was especially humiliating…

5 Ways Brands Can Avoid Getting Lost in the Passing Wellness Fad

Welcome to the world of wellness, which is the philosophy that true health relies on the holistic care of the mind and body and that preventative healthcare is as important as treatment. As millennials age and become the highest spending generation, they are credited with driving the $4.2 trillion global wellness industry. But for every…

3 Approaches to Marketing That Create Award-Winning Campaigns

Let me tell you what’s modern in our world: fear. A fear of losing jobs, of becoming irrelevant before retirement, of suddenly questioning the purpose of our existence as an industry. Consumers may have realized they can do without us, and that epiphany poses a frightening, almost paralyzing reality. That is, unless we prepare. Having…

Local TV Ad Spend Might Be the Best Way to Reach Holiday Shoppers

The holiday season is almost here, and consumer spending is expected to be as big as ever. The National Retail Federation (NRF) forecasted holiday retail sales in 2019 to increase between 3.8% and 4.2% from 2018, and a report from PwC cited that 86% of consumers are primed to spend as much for this holiday…

Dear Chick-fil-A: The LGBTQ+ Community Is Not Behind Your Latest Publicity Stunt

It has long debated whether Chick-fil-A should be boycotted for its longstanding support of nonprofits with a history of discriminating against the LGBTQ+ community. Of course, the debate begs the question: Do we as consumers have the power to force companies to change their practices? Well, now we have proof that we do. Within a…

It’s Time to Start Talking—Not Blocking—Common Ad Standards

“Free riders!” “Hypocrites!” “Criminals!” These are all terms that I used to describe ad blocking companies in an interview five years ago. At the time, digital advertising totaled $40 billion, comparable in scale to print and radio media, and the threat posed by companies seeking to stop the delivery of ads seemed dire to the…