Make Your Experience ‘Holiday’ Worthy

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 It’s no secret that I am an advocate for building experiences where brands and people participate in something meaningful together. Sometimes that participation turns into a ‘holiday’ of sorts. Let’s explore this phenomenon. Groundhog Day. How many of us ever heard of Punxsutawney, PA before it became ‘holiday’ worthy through some keen storytelling by the […]

“People are People, so, Why Should it Be?*”

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In our marketing ‘world’ all too often the concept of “understanding consumers” has been reduced to just identifying their needs. And market research has become a dreaded hurdle that must be cleared before you go on to the next phase of development. The technology of today offers new and interesting ways to mine for consumer insights and […]

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Darren McColl, Daz McColl, ethnography, insights, storyscaping
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Memories Mean Business

StoryMemory

It’s useless to create stories that no one remembers; you can’t change perceptions and drive behaviors (or commerce) that way. In the sea of channels, posts, pins, videos, etc., there’s a real value in understanding the way our brains create memories. My fascination with how the brain works, is mostly that, a fascination and a […]

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brand purpose, brand strategy, branding communications, Darren McColl, Daz McColl
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Frequency vs. Recency

May Blog Posts Frequency vs Recency

Before we weigh in on whether the path of frequency or recency is more important for propelling your brand’s world, I ask that we first come from a new starting place. Tip #1 – Today, we must recognize that the consumer is in control, so we need to better understand them. And, that while consumer […]

Beyond Ad Blocking

AdBlocking Blog Post

The whole ad blocking issue is really about publishers, because when ads are blocked, publishers can’t distribute ad content inside their content—which is their revenue system. That’s it, that’s why there’s an issue and increased chatter in the industry. Don’t make it bigger or closer to home than that. In the bigger picture, we are not hearing creative people talking about how ad blockers are killing their industry—instead, they’re saying it’s good because it means everyone will try to do better work, an upside. So it’s all in how you look at it; shift your focus.

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adblocking, brand purpose, brand strategy, Darren McColl, Daz McColl, relevancy
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