Author: Lauren Kimball
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The world has changed dramatically since Chris Sale threw his last fastball. For marketers, that new world already is under way, if the shifts from Black Swan events like coronavirus can’t be fully absorbed for years. What might this new normal look like, whether that’s fall or winter or sometime in 2021 and beyond?
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Over the last few years, there has been a considerable shift in what consumers expect from the brands they interact with. We hold brands to a higher standard where quality, convenience and competitive pricing are table stakes. Sure, value is important. But what’s more important? Values. We’re no longer influenced by a company simply having great…
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Many years ago, songwriter Steve Goodman wrote a letter to singer David Allen Coe, boasting that he’d written the “perfect country and western song.” A mixture of words and themes and just the right name drops for any country fan. Coe, in turn, disagreed, protesting that it was missing the essential elements. Mama. Trains. Trucks.…
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Change is a constant in our industry. We see it in the latest technology, evolving consumer behavior and a regular parade of new media channels. In our CTPerspectives blog series we will look at news, trends and any industry related developments that pique our staff’s interest. Each post will share a staffer’s perspective on recent stories. Snapchat…
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The Fine Line Between Lost and Found outlines three fundamental truths of search strategy according to Dustin Junkert, Manager of Search Strategy at CTP Boston. He touches on the balance between best SEO practices and elaborate branding, keeping your competitors in mind, and how to cater your website to humans rather than bots.
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In the fall of 2018, Nike shocked everyone with the launch of its Dream Crazy campaign. The launch highlighted former NFL quarterback Colin Kaepernick and the memorable line “Believe in something, even if it means sacrificing everything”. Nike was able to sustain the staggering hype with another groundbreaking Dream Crazy ad. This new spot showcases…
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The 2018 release of SpencerStuart’s annual study of CMO tenure revealed the median had jumped to 31 months. Jumped. That’s a stress-filled environment. As today’s CMOs are often charged with determining strategies on the fly while the landscape around them continually changes, that unique set of demands means finding—and trusting—agency partners for project work. …
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When you are in fifth grade and the teacher announces, in front of the class, that the principal would like to see you in his office, the feeling is beyond uncomfortable. It was April 4, 1969, at Proctor School in Topsfield. My face went red as the wheels turned in…
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According to Merriam-Webster, empowerment is defined as the authority or power given to someone to do something. As far as definitions go – this one is exceptionally vague. But that’s exactly it. Empowerment presents itself in all sorts of ways and through people from all walks of life. Earlier this…
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If death and taxes are life’s unfortunate inevitabilities, an algorithm change at Facebook is perhaps the parallel for us marketers. It’s not a matter of whether it will happen, but when. And our challenge is to interpret what it means and how best to tackle it. The New Year has…