RECENT INSIGHTS
Looking at Academic Medical Centers (AMCs). Behold the Academic Medical Center, which we sometimes refer to as TAFKATH: The Artist Formerly Known as “Teaching Hospital.” It’s no secret any longer that AMCs are among the best hospitals in the business. US News & World Report reported that in 2017-2018, 6 of the 10 best hospitals […]
Marketers wake up to the pain of misspent resources A really disturbing recent study of 1000+ EU marketers reported that, on average, they waste 26% of their annual budget on “the wrong channels or strategies.” In other words, more than a quarter of their budget is gone and unrecoverable. In four years time, an entire […]
Academic brands: Stuck in Sloganville Academic brand messages usually take one of a few approaches. One is a recitation of institutional values – “Courage. Honor. Confidence. Conviction. Integrity.” Sometimes they’re accompanied by a motto that’s marinated in Latin. Snore. The other method is to concoct a single slogan, either rooted in research, or cooked up by an […]
If you’re a marketer in the boating industry the thought may have occurred to you that, for all its emphasis on product advancement, the sector as a whole is still stuck in the mud on some very important marketing issues. Here’s our 2 cents and nickel of advice. 1. Viewing the product as an end […]
Note to marketers who have been investing in Facebook: Fasten your safety belts.
It’s as if Facebook listened to a focus group of marketers complaining about ad targeting: “It’s getting brutal….social makes it harder, not easier….my dollars are already stretched too thin….how can I be sure I’m reaching the right people….and how do I know I’m spending in the right places?” And then, Facebook looked deeply into its […]
When Google says something is the next big thing, we tend to listen. And Progressive Web Apps (or PWAs) are, in a word, it. If you missed this news and were absent the day they had the PWA meeting at work, here’s what you should know. The nutshell version. PWAs can be summed up as […]
Taglines: Still tagging along You might think that the transparency created by digital communications between consumers and brands would make advertisers stop cranking out empty taglines. After all, if “advertising” is a conversation that unfolds gradually, why start it out (or punctuate it) with a chest-thumping, self-congratulatory catchphrase? Yet the tagline lives on. Caution: Handle […]
Headlines still lead the way. You’re revamping your website. Or posting on social media. Or maybe you’re writing a blog or creating an email subject line. It doesn’t matter what the medium is, the message is what matters. And it all comes down to the headline, which is how consumers determine if your content is […]
They did it again Facebook, like it or not, has changed the way its news feed serves content to users. We all know the truth: Facebook was once viewed as a Mecca for brands – a way to sidestep traditional advertising, connect directly with consumers, and cultivate a dialogue that would ultimately catalyze sales. But […]