The New Workplace – Hybrid Everything

Where will people work and live? The big question post-pandemic, if there is really a post-pandemic, is where people will work and live? Ongoing discussions on workers returning to the office continue while occupancy rates for office space in downtown Manhattan, the Chicago Loop, and Downtown SF remain well below pre-pandemic levels. Where’s this all…

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Talking to People

Why Human-Centered Marketing and Branding Connects.There’s a new way to view marketing and branding. It’s not just about products and cool tech solutions but communicating and connecting with individuals…

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Don’t Monkey Around with Brand Perceptions

Walmart Pulls Coconut Milk Amid Monkey Labor Allegations. Chained monkeys were trained to quickly climb palms and pick the coconuts for Thai coconut milk brands. Although they were rewarded with food for their labor, animal rights organizations got involved and have been calling this “monkey slave labor”.  In 2019, PETA investigators in Asia surfaced several…

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One Brand, One Experience

The 7 essentials of shaping a brand across all the customer touchpoints. How do you shape a campaign and really focus on the right audience for your brand? In developing a brand strategy and building this into real things that customers and partners see, it’s essential to unify what your brand says and looks likes,…

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Disruption – Knowledge, Flexibility, and Revolutionaries 

The Unexpected Challenge. The ability to shift, change and adapt is an essential part of what organizations need to do to survive and manage change in today’s world. Understanding this must be part of marketing and business operations. If your customers are not paying attention or they’ve totally changed, you need to know this.  Disruption…

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People, Personas and Motivations– Behavioral Marketing Works.

Blasting Ads At Everyone is Like Talking to No One. Historically, marketers have had a very difficult time identifying groups or subgroups that best benefit from a product. Obviously, that never stops anyone from selling. With minimal data to work with, companies bombarded consumers with unrelated ads, emails, phone calls, and other outreach that is…

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Throwing Marshmallows in a Dark Closet

Why Much of Marketing is Noise. Understanding who your customers are, what their motivations are, and connecting with them is absolutely essential in the sales journey. Whether B2C or B2B engagements the same methodology applies. When customers are offered what they need when they need it, it’s a perfect match. However, for the most part…

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Mandela Station at West Oakland BART — Hub, Heart, Home

Capturing the essence of the West Oakland community. West Oakland is an area between the growing downtown of Oakland and the bustling Port of Oakland. It’s a mixture of 19th century Victorians, old warehouses, and small factories. It’s also one of the most diverse communities in Oakland and the Bay Area with younger renters and homebuyers,…

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