I’m a diver. I learned early on that scuba is a great fit for me—the less effort you expend, the longer your air lasts and the more you get to see. You get rewarded for taking it easy…

How do you create content that really makes an impact for your brand? That’s a question marketers spend a lot of time thinking about. In the world of digital marketing, there’s often a pressure…

We’ve all got that person in our lives who sends an email with Hi in the subject line, or leaves a voicemail with just “call me back,” and you worry about responding because you’re pretty sure you’re…

After 15 years working in corporate marketing departments, there is one request I’ve been on the receiving end of time and again: The (usually urgent) ask for a new piece of collateral…

A content audit, like any audit, doesn’t sound like the most fulfilling thing you’ll do this year. However, if you find that your site traffic is flagging or you just aren’t getting the prospect behavior you’d…

When companies talk about rebranding or brand transformation, they’re often talking about logos or taglines or websites. But the hard work starts way deeper. The maxim remains true—your…

“I want to create a viral campaign.” If you’re a marketer, you’ve sat across from a client who’s uttered those words. And as long as it’s not your first day in the business, you’ve spent the next 10 or 15…

I’ve been working in consumer insights and research for decades, but each time I’m on a new project I’m still struck by this simple truth: There is just so much value in asking questions.

A clean, modern wordmark. A three-word tagline. A product name. Why is it that the cleanest, clearest elements often require the most heavy lifting? These projects may look deceptively…

Years ago, driving in the Chicago Loop, I saw a billboard that really opened my eyes—not because I cared about the brand or offer, but because they made a big mistake in trying to appear local…