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…

Sometimes clients come to us in rough shape. Their platform needs to evolve, but technical challenges have become insurmountable. Progress is at a standstill and they’re not sure…

What’s the first thing you do when you’re considering a new purchase? If you’re like 89% of consumers, you head to a search engine to do some research. To get your brand in front of…

Recently, I asked a client to help me understand their desired brand personality by likening it to a personality. I apologized for using such a time-worn approach—agency folk have done this…

Reading that people with mobility issues are entirely welcome at the Met Gala—if they’re willing to enter through the rear door—made my jaw drop. I’d long recognized the torture those stairs…