Deep thoughts and random musings
All work and no play makes Jack a dull boy…
If You Are For Everyone, You Are For No One
In the conference room, universal appeal feels responsible. Inclusive. Safe.
In the market, it’s just noise. And when you’re noise, you have only one weapon left: competing on price. And we all know that’s a margin-erasing race to the bottom.
How do I know if my marketing is working? Addressing the eternal question
There is a polite lie permeating boardrooms and creative decks that says, “Not everything in marketing can be measured.”
It sounds wise. It sounds battle-hardened. It sounds like something whispered over a glass of Rombauer cab after someone drops seven figures on a brand campaign and needs a CYA.
But it’s wrong.
Everything in marketing is measurable.
How MAGA Follows Brand Marketing’s Best Practices
If politics is America’s longest-running reality show, MAGA is currently its most recognizable brand. (Though Zohran is giving them a serious run for their money!) Whether you think it’s a movement, a cult, or just really committed merch, the fact remains: it works.
Not because of policy papers or nuanced debate – but because it nails the fundamentals of brand strategy.
It isn’t sophisticated. It’s effective. And in marketing, that’s the point.
Why Being an Insider Might Be Killing Your Client's Marketing
Too often we look at the world from our clients' perspectives. To be effective, we need to be looking at the world from their CUSTOMERS' perspectives... after all, they're the ones we gotta persuade.
ExoGuide: Down and Dirty Content Creation
EXOTERIK principal Katie Fetting breaks down the basics for small and mid-sized companies looking to get into the content game.
What you can learn from the repositioning of Brand Taylor Swift
So much for shaking it off. After Taylor Swift's initial foray into "official" pop, 2014's ear worm infested "1989," it seems the haters have triumphed, leading everyone's favorite girl "on the bleachers" to embrace her inner mean girl.
![7.5 tips for becoming a brainstorming genius [WEBINAR]](https://images.squarespace-cdn.com/content/v1/66944758e90de2635776ca03/1721181726492-BVBWNR809LHLBL03T2EK/Screenshot+2024-07-16+at+8.55.49%E2%80%AFPM.png)
7.5 tips for becoming a brainstorming genius [WEBINAR]
Katie Fetting's sermon on why what you say is rapidly becoming less important than how you say it. Learn to brainstorm content that's clearer, wittier, and cooler than your competition.
Why Tom Cruise should be your content strategist
And just what is the “content strategy” of Tom Cruise’s career? It’s fairly simple. Mr. Cruise delivers to his core audience while attracting new fans with moderately risky creative choices, still keeping himself fresh for critics and colleagues with strategic, iconoclastic roles that challenge the core Cruise brand.