Gen X and Travel Marketing

There’s a fixation with youth. There’s also a fixation with Boomers. But do a little math and it becomes abundantly clear that Gen-Xers, who are currently age 40-54, are naturally the up-and-coming (or recently-there) empty nesters as of 2019. And that spells opportunity. Gen Xers won’t be seniors for another 10 to 15 years. They’re […]

The Wonder of Fear

Fear may be as old as life on Earth. It is fundamental, a deeply wired reaction that evolved over the course of eons to protect organisms against threats, real and imagined. Fear may be as simple as a cringe of an antenna in a snail that is touched, or as complex as existential meltdowns in […]

Why Methodology and Theory Matter for Marketing

Some years ago I had someone interject into a conversation that the work we had done was “just a theory.”  I decided to ask just what the word “theory” meant to him and the response was hardly a surprise – a theory is an idea, plain and simple. It is subjective, a novel thought based on […]

Ethnography, Training, and the Perils of Ethno-Lite

We have a vast spectrum of methodologies at our disposal these days, from attitudinal approaches through to behavioral. From big data to semiotics to ethnography. We also have a wide interpretation of what these terms mean. So let’s talk about ethnography briefly. What ethnography does, or should do, is uncover meaning and complexity through a […]

The Rise of eSports

Since the advent and growth of eSports giants like Dota 2 and League of Legends, the gaming community has called for mainstream recognition regarding legitimacy. Take Colin Cowherd’s 2015 rant against esports for example. There are undeniable similarities between professional gaming and conventional sports, but the arguments have generally been ineffective in dispelling traditional beliefs […]

Alcohol Advertising and Symbolism

A familiar phrase is, “art imitates life.” It defines life as essential to art, but can we say the reverse? Could life imitate art? The phrase suggests that art reinforces cultural and social beliefs. Art is more than a product of reflection, it is a method by which we shape the world. Advertising is a good example to […]

Myths, Symbols, and Advertising

Mythology is perhaps the most archaic and profound record we have of our collective spirit. It creates and defines our experiences. From the inception of cave art, and presumably long before that, we find myth and myth-making as a fundamental element in relating to the mysteries of life, the cosmos and the world around us. […]

In the Age of Emotion

When historians look back on the early years of the 21stcentury they will note a paradigm shift from the closing years of the Information Age to the dawning of a new age, The Age of Emotion.  Now, there are those that would argue that in a period defined by prolonged economic ennui ROI is the […]

Do Awards Matter? Hell Yes They Matter!

I read recently that awards in the ad industry have lost meaning, that they now longer matter. While I would agree that their relevance has changed, overlooking their role in landing (and retaining) business shouldn’t be ignored. So how important to advertisers are the creative awards in reality? In this era of data and technology, […]