RECENT INSIGHTS
To B2B or not to B2B: That is the question Many boating brands that sell to consumers as well as other businesses still feel like they’re facing an existential crisis: Are we primarily a B2B brand or a B2C brand? Our view: It’s a false choice. The idea that commercial-industrial brands should have fundamentally different […]
The convergence of Gen Y and Z and the new job market. The idea of apprenticeship is an old one. The word alone takes you back to the days when the objective of an education was not a test score, but mastery of a process and pride in the outcome. It’s a concept that both […]
As health systems expand, opportunities emerge for smaller hospitals. Here at our scenic CT shoreline headquarters, we are surrounded by monster health brands. Yale New Haven Health, the dominant regional Academic Medical Center, is right next door. UCONN and Hartford Healthcare are slugging it out in the center of the state. Humana is a longstanding […]
The idea is this: Buying a boat sucks. Before anyone takes the helm and feels the wind in their hair, there’s a mountain of variables to navigate: make and model selection, financing, insurance, transportation, storage, usage…and don’t forget the life jackets. The point: Keeping a lead in the sales funnel is hard to do. Small […]
Keep calm and market on. We all know Millennials relate emotionally to technology, embrace social media, deplore debt, value principles, and desire experiences over material possessions. But it’s time to go deeper – especially if you’re in an industry that’s struggling with the handoff of a generational baton. Like ski resorts. There’s been widespread concern […]
Power boat OEMs fear Millennials, and they should. According to Boating Industry, affordability is a top 2018 concern for OEMs (and it has been for years). When it comes to Millennials, concerns about cost of boat ownership are justified. Millennials remember the meltdown of 2008 and are skeptical of chronically costly activities involving debt and […]
Medical marketers face an uphill fight in the world of paid search and PPC. For starters, Google has tough standards and doesn’t like it when healthcare marketers step out of bounds. Google does not allow remarketing, and Google Drive generally adheres to narrowly defined HIPAA standards regarding marketing content. It won’t allow inflated statements or […]
Sorry to say it, but it’s the little things Remember Westin’s Heavenly Bed program? It produced heavenly sales, both for Westin and Simmons. It led to the Heavenly Bath, and Delta’s Heavenly inflight bedding. The basis of its success was the realization that a consumer’s hotel experience comes down to a handful of small but […]
Online education has suffered from an image problem (for more than a decade) that is only now slowly being corrected. Enrollment is up. Favorable employer perceptions are slowly shifting. Massive Open Online Courses (MOOCs) are now charging fees – and getting them. To understand online students attitudes better, we performed a research study of 3 […]
Your students are your most powerful spokespersons For all the money and time spent on vanilla view books, tortured mission statements, and team logos, independent schools’ students remain their most meaningful ambassadors and opinion-shapers. They carry the message. They bear the standards. They are the brand. And when they graduate, they continue to represent you […]