The Founder/CEO of Superfit Hero on why Reebok’s noble quest to Be More Human is not accessible to the average American woman
With the CrossFit Games coming to California and ESPN this week, it’s bound to be a big week for Reebok. Reebok is the premiere sponsor of The CrossFit Games, and many of the athletes competing for a spot on the podium.
Percolate's Director of Communications Design on why keeping a diary changed her entire perspective on the creative process, and how it may change yours, too
We all know that storytelling is a powerful tool to connect with an audience—but how are great stories created? I’ve found keeping diaries to be really helpful when trying to tell a story—about a trip, a piece of design, or even a company.
PSFK founder explains how relentless innovation and technology must be part of a luxury brand's DNA
It goes without saying that luxury brands need to rethink their role in a rapidly changing marketplace. They are pincered by two forces: a new generation of buyers which prizes experience over ownership and a rise in technology services which outpaces almost any premium brand offering.
A founder and president of a millennial marketing research and consulting firm explains why a new brand of self-management, as pioneered by Zappos, is well-suited for the millennial generation
As powerful consumers, marketers have had their eye on the millennial generation for some time now. These young adults born between 1977 and 2000 have revolutionized the consumer economy and created the most connected and innovative culture in history. However, while marketers were spending their time trying to understand these young adults from a consumer perspective, millennials were busy growing up, graduating college and entering what we like to call “the real world.”
The CEO Moonlighting, the first on-demand mobile marketplace, on why short-term micro-jobs are here to stay and what we can do to improve their impact
With the rise of income marketplaces like Uber and Airbnb, people are trying to define what this part-time employment phenomenon should actually be called. Some are calling it the “sharing economy” or the “on-demand economy,” all in an attempt to describe this seismic shift in employment.
Geoff Cook, founding partner at Base Design, examines the hirings of Anne Pasternak (Brooklyn Museum) and Katy Clark (BAM) and what they mean for the brand identities of Brooklyn establishments
Over the past month, we have witnessed two of Brooklyn’s most prominent cultural institutions select new leaders: Katy Clark at the Brooklyn Academy of Music (BAM) and now Anne Pasternak at the Brooklyn Museum. Though each is arriving to their new posts with a great deal of experience, Clark and Pasternak have their work cut out for them to successfully take these two storied institutions into the next phase of their life cycles.
Futures Director at Pearlfisher yearns for a future where unobtrusive embeddables respond to our chemical and emotional responses
In the future, the demand to further shape and enhance these tools which will help us more precisely embrace the potential power of our individuality will continue to grow. And we believe that their next opportunity could lie in new and creative ways to harness and design the unspoken frontier of our sensory potential: our sixth sense.
Hathway’s co-founder and chief sales & marketing officer shares little-known insights into building your brand for a generation living on mobile
Smartphones are consumers’ constant companions. They are not only smart enough to adapt to our habits, but they are also trainable. We “train” them to tell us what we want to know and when we want to know it. We train them who we want to hear from, and when. We train them, in fact, to complement and supplement nearly every aspect of our life.
Jessica Lee, Sr. Manager of Mobile at HelloWorld, shares best practices for mobile marketing's latest trend: emoji apps.
It’s said a picture is worth a thousand words. With the heart emoticon chosen as the top word of 2014 and Apple expanding its keyboard by 300 emojis, it’s no surprise that emojis are the next big marketing craze. From Mentos to Ikea, and Burger King to Logo, brands across industries are being swayed to add their branding to the emoji lexicon to drive deeper engagement with new and existing fans and ramp up product awareness. It makes sense—emoji marketing bolsters a brand’s organic reach and expresses emotions in a concise manner without language barriers. But before brands jump on the bandwagon, it’s important to understand the DOs and DON’Ts of the emoji world to spur impactful conversations and drive meaningful conversions.
Esprit CTO James Brenner on how digital signage will change the visual landscape for retailers
I love posters. Film posters, classic graphic design posters, flashy cars posters. For a brief moment in someone’s life, they have meaning. But they’re cheap, and eventually are thrown away. The best ad posters are the same. Toulouse Lautrec selling you Absinth; VW selling you lemons; Kenny selling you K Swiss. But those posters, too, are nothing more than throwaways.
CEO of Havas PR North America and globally recognized trendspotter weighs in on how today’s fitness obsession fuels an anti-fat bias
First it was the Fitbit—which has become so popular (with nearly 21 million devices sold) that the company is preparing to go public. Now we have the Apple Watch, the fitness tracker du jour. It’s clear we can’t get enough of the “quantified life.” But along with the rise in wearables and fitness technology, I’ve noticed another, more disturbing trend: the resurgence of fat discrimination.
International branding agency Siegel+Gale on the need for marijuana to transcend its brand mis-identity
As we push ever forward into the 21st century, so too do progressive notions around certain lifestyle choices, specifically the topics of drugs and drug use. One of the major cultural shifts of the 20th century drummed up a conflict that has raged some 60-plus years: the War on Drugs. Around that same time, Americans were living in the golden age of advertising and the rise of “the brand” market as we know it, where it influenced habits of conspicuous consumption. A perfect storm of great potential, speculative energy, and massive change if there ever was one.