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May 17th, 2013

A little insight about insights.

Has your team of research and brand strategists secretly been nicknamed around the office as the C.S.D. (Common Sense Dept.)? Are your consumer insights really insights, or merely just observations or facts of life (e.g., moms are busy; Millennials are digital; birds are good at flying; etc.). Now might be the time to ask yourself these questions, especially before you Read More…

April 4th, 2013

Increase your open rate. (And ours.)

Everything that is good in life happens during late night: Cats are wide awake, ready to play Your brain finally remembers everything you forgot to do during the day The best commercials are on Fourth meal You can finally click on some of those marketing emails that have been piling up We know that last one doesn’t quite fit in, Read More…

March 15th, 2013

The problem with problems.

Marketing relies on creativity. And creativity, at its core, is problem solving. But here’s the trick: there are many, many (read: tons of) ways to solve a problem. Sometimes, it takes looking at a problem in reverse. Or forgetting everything you thought you knew. Or getting an outsider’s perspective. Or, in some cases, thinking like a kid. Right, old parable Read More…

November 9th, 2012

What does it all meme?

I solemnly swear to put nothing about the election into this email. Like me, I am sure you have been bombarded with emails from your candidate of choice and organizations pestering you to vote and/or support their causes. Here at Brokaw, we know you need a break — so we thought we would put together an informative/entertaining (mostly entertaining, not Read More…

September 17th, 2012

The power of connecting emotionally

The power of connecting emotionally September 17 2012 – 9:04 pm We have a little saying around the office: “People remember one-third of what they read, one-half of what they hear, but 100% of what they feel.” If we can glue our message with an emotional, contextually-relevant “human truth,” we have a far greater chance of being remembered, and ultimately, Read More…

June 29th, 2012

How to pinpoint the influencers.

Wouldn’t it be nice if there was a simple algorithm that ranked the most influential people online on a scale of 0 to 100, so you could easily target the key opinion-leaders in your community? Welcome to klout.com. Just type in a Twitter username, hit “go,” and find out immediately just how influential someone is based on 25 factors—including everything Read More…

June 18th, 2010

What Working Women Want

By Leah Soeder, Brand Strategist It’s no secret that communicating with women effectively is crucially important to the success of many marketing campaigns.  And for many years, the focus has been on moms in particular, because they wield so much of the decision-making power in their families. But “mom” is only one facet of a woman’s identity—and it may not Read More…

November 20th, 2009

Respect the 80/20 Rule.

RESPECT THE 80/20 RULE . . . SMARTY PANTS. Don’t fall into the “online vs. offline” trap. When done right, so-called “offline media” can be just as experiential and participatory as online media. For proof, look no further than The Economist campaign. Instead of talking at their audience—“Hey affluent, well-educated and influential people, read the number one magazine in the Read More…