Research before you spend

crowd scene at a conference

At a recent marketing-related conference, about 25 companies paid to represent their offerings to attendees. Problem: Several of those companies were almost totally irrelevant to marketing professionals, in terms of what they had to offer. They came to grab the attention and business of marketing professionals, but their presence had no impact. The lines at […]

4 overlooked B2B strategies

Marketing for B2B (business-to-business) is different than for B2C (business-to-consumer) in several ways you may not have considered. We’re all bombarded by B2C marketing, so it’s easy to see concepts in those messages and expect them to work just as effectively for B2B. B2C ideas may not translate well to B2B. Though many consider B2B […]

Head vs. heart

analog watch and apple watch

As Google bought Fitbit, the benefits of analog and digital watches came to mind. Analog watches have unmatched appeal for those who appreciate mechanical excellence. Nothing compares to the beauty of a handcrafted object. A simple appliance can be elevated from pure function to the realm of art. Billionaires fill their display cases with timepieces […]

Kneejerk Design

Designers love to change things. And that’s not always a good thing. The latest trend in website and app typography is Arial Light, all mashed together. (See left, below.) Many websites have adopted the mashed-together type. Google (right) has not. The very simple moral of the story is that if something works well, don’t change […]

The Details Matter

Google sends me emails once a day. Their Offers program is a lot like Groupon. But sadly, they must hire interns to create Offers email ads. Or maybe businesses have the ability to create those ads. Several details were missed: a bad photo of a stack of blank DVD cases – and a click through […]